July 2024 Farm Marketing News
As summer unfolds, it’s a perfect time to gather content and insights that will support your marketing efforts well into the cooler months.
From DIY video production tips to strategic SMS marketing advice, we’ve packed this issue with valuable resources to help your business thrive.
Want to be the first to find out about the latest in farm marketing news and updates from Grapevine? Sign up for our newsletter!
Record Now to Engage Your Audiences All Year Long
Carve out a few hours to collect content this time of year, while the weather is ideal and fields are green!
Collecting videos can be a bit tricky — but we’re here to help. Here are some tips so you can start creating compelling videos using just your smartphone.
Clarify your message: Think about what you want to communicate and who you’re speaking to. Tailor your videos to answer common questions or highlight special processes to help make them more effective and relatable.
Clear lens, clear vision: A simple wipe of your camera lens can dramatically improve the quality of your videos, ensuring your audience enjoys every detail.
Orientation consistency: Try to film horizontally to suit most social media platforms. This also gives your videos a professional appearance. If you’re shooting to post exclusively on stories or reels, shoot vertically instead.
Conciseness is key: Short, engaging clips keep the audience interested. If a video feels too long, it probably is!
Control the noise: Minimize background noise to avoid distractions and enhance the clarity of your message.
Optimal lighting: Use as much as natural lighting as possible and be mindful of where shadows may fall.
Invest in stability: A tripod or Steadicam can greatly improve the smoothness of your videos, making them more pleasant to watch.
Check out more tips for capturing the best farm videos this summer.
More Farm Marketing News + Tips
The state of SMS messaging in 2024
Klaviyo published their latest report on the state of SMS marketing: 2024 Global Texting Takeaways. They surveyed 8,000 consumers and got their opinions on when and how brands should text them.
Here are the key takeaways:
SMS list growth doesn’t always depend on discounts. People tended to also subscribe to SMS messages if they were able to speak with the brand directly through SMS, were offered a unique product through SMS, or received personalized messages.
Brands generate the most revenue from SMS send at least one campaign a week, and up to 2-3 campaigns per week if they segment their SMS list.
Purchases over text are up 55% since 2022 and these purchases are typically ones consumers were already considering making. One text message can send a buyer from a “maybe” to a “yes.”
People are most likely to purchase via text message in the evenings. So plan your SMS timing accordingly. They’re also most likely to buy when they’re watching TV!
In short, SMS marketing is one of the newest channels, it’s growing rapidly, and it can be the final nudge to get prospective customers to purchase. Let us know if you’d like help setting up or refining your SMS strategy.
New Google update enhances product tracking for Google Shopping
Google rolled out a major update to Search Console, making it easier to get insights into your farm product listings across the Google Shopping experience.
Now, for the first time, you can track your performance directly in Google Search Console. It allows you to look at essential metrics like impressions and clicks, giving you a clearer picture of your listings’ reach and engagement.
Here’s how to access the new report:
Open the Shopping tab in the navigation bar in Google Search Console
Select the Google Search Image tab
Select Performance to see a report and more insights into your listings
If you need help navigating the new update or setting up Google Shopping or Search Console, you can reach out to Grapevine — we’re happy to help!
Shopify announces Split Shipping and Store Credit features
Both features are only available for select Shopify users for now, but here’s what you need to know to prepare for a full rollout of their new features.
Split Shipping will work like this: when your shopping cart contains items that require separate shipping schedules, like preorders or products from various locations, your checkout will smartly split these into multiple shipments. This means if you've got a mix of preorder items and ready-to-ship products, they'll be handled separately to streamline your delivery process.
During checkout, the Shipping method section will clearly display how many shipments your order includes and the shipping options available for each. This gives you the flexibility to choose the best shipping method for each part of your order.
Store Credit is finally on its way! While this feature is currently in early access with limited availability, a full rollout for all Shopify businesses is likely later this year. It will allow you to offer store credit as a goodwill gesture, use it in your marketing campaigns, use it to retain customers, or use it as a reward or incentive, like in a loyalty or referral program.
What We've Been Up To
We had the pleasure of collaborating with Winterspring Farm to create custom CSA boxes. These boxes aren’t just practical — they’re a vibrant part of the farm’s branding.
Each box features:
A custom design and text that resonates with Winterspring Farm’s brand.
Real Organic Project and USDA Organic certification logos.
QR codes for CSA members to visit the farm’s produce guide for recipes and storage tips.
Additional QR codes designed to attract non-CSA members, as the boxes are visible at co-op pickup and other high-traffic spots.
Easy-to-follow instructions for breaking down the boxes without damage, allowing for multiple uses.
“WOAH! [The CSA box design] is more beautiful than I could have imagined! I love it!"
"Thanks for all that you and your team do! You all rock!"
— Caleb Trainor, Winterspring Farm
Want to Work With Us?
You’re in luck! Our waitlist is shorter in the summer months. Reserve your spot for August, and we’ll be ready to support you with marketing strategy, email/SMS campaigns, advertising, and website enhancements.
To get started, you can download our latest pricing guide, which also includes a link to schedule a call.
Q&A with the Grapevine Team
Now time for a fun Q&A!
What's your favorite way to unwind after a busy day?
Exercise! Going for a run, a long walk, or to a yoga class really helps clear my head and get my energy back up. — Allyson
Going for a long walk with my husband, catching the sunset at the beach, or cooking a fun meal! — Brooklyn
I’m really not big into gaming, but have been playing a little Nintendo Switch lately after work. — Gabi
Nothing helps me unwind like a nice walk, some stretching, and reading a book – but this time of year, I usually wind up working on something in the garden instead! — Jacy
Playing with my kids, going on a walk, and cooking dinner. — Anna
Reading a book or baking up a new recipe. — Natassia
What's your favorite board game or card game?
My sister gifted me Hues and Cues last year and it is amaaazing, especially as a designer. You take turns giving others cues and players have to guess which color on the board you’re referring to. — Gabi
I can’t pick just one, so here are a few that I like: Wingspan, Ticket to Ride, Arkham Horror, and Catan. — Anna
I’m going to have to go with Spades or a classic game of UNO. — Natassia
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