The art and craft of marketing

megaphone-147176_1280Sarah Botham, Faculty Associate
Life Sciences Communication
UW-Madison College of Agricultural and Life Sciences

Sarah Botham explains how people are using marketing to make a connection with audiences.

3:04 – Total Time

0:14 – How are people marketing
0:41 – Can you give some examples
1:21 – What are some tips for good marketing
2:07 – Who should be marketing
2:33 – What about social media
2:55 – Lead out


Sevie Kenyon: Sarah there’s a craft in marketing, how are people doing this?

Sarah Botham: You know marketing has evolved over time like many of the business technologies and tools that we use. But marketing by itself has the ability to reach people in ways that really resonate with them. We’re talking more these days about building brands around stories and being able to make a connection with our audience by the stories that we tell to create an emotional connection with our brand.

Sevie Kenyon: And Sarah perhaps you can give us some examples of someone who is doing this.

Sarah Botham: Oh goodness, you see it in the agricultural world everywhere. Let me give the example of Sassy Cow Creamery. Sassy Cow Creamery was a family that decided they wanted to do something new and different on their farm and they wanted to position themselves in a way that would be sustainable long-term for their dairy; provide something interesting for people to visit and talk about; and create a little education as well as developing a fantastic product. So they built a story around the family, the Baerwolf family who began Sassy Cow Creamery and behind the products that they produce.

Sevie Kenyon: Sarah what are some of the tricks or methods to a good branding marketing project?

Sarah Botham: You have to start with your customer in mind. So if you craft your messages through the eyes of the consumer. So think about how they’re going to perceive your product and how they’re going to think about it. What would resonate with that audience and what do you need to tell them to bring them to the product. Are there specific features and benefits, does it solve a problem, is there something specifically that you know that audience needs that you can use to tailor your message so it will resonate with them. If you start from the inside and just say here’s our product and it’s fabulous because we say so, that might not resonate with everybody else. It might not resonate with your target audience. You want a story that’s going to resonate with the people you’re trying to reach.

Sevie Kenyon: And Sarah who can use these practices and who should be marketing?

Sarah Botham: Anybody who’s marketing should use these practices. And who should be marketing? Everybody and anybody. If you have a product to sell on some level, you should be marketing. And that doesn’t mean you have to spend a lot of money, not everybody has a huge budget we aren’t all Coca-Cola but everybody should be marketing on some level in some way to make their product more visible and more attainable.

Sevie Kenyon: More and more farmers are getting into blogging and tweeting and doing these social media practices, how does that benefit an individual?

Sarah Botham: If an individual is paying attention to the social media space, there’s a lot of information that can be gathered. And if they’re coming from a producer, from a farmer, they’re coming from the source and you can trust that source more perhaps than you might trust a source who is simply advertising to you.

Sevie Kenyon: We’ve been visiting with Sarah Botham, Department of Life Sciences Communication, University of Wisconsin Madison and the College of Agricultural and Life Sciences and I’m Sevie Kenyon.


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