Student Learning Objectives Retail... · Web viewSlide 2 in AS6 Retail Promotional Tools and...

AS6

Agriculture Management, Economics, & SalesRetail Promotional Tools and Advertising

Unit: Retail Agribusiness Sales

Lesson Title: Retail Promotional Tools and Advertising

Standards ABS.06.01.01.c. Implement and evaluate marketing strategies with agricultural commodities, products and services.ABS.06.04.01.b. Develop advertising campaigns that promote products and services.ABS.06.01.02.b. Assess the presence of marketing infrastructure for agricultural commodities.ABS.06.01.02.c. Evaluate alternative marketing strategies, such as value-adding, branding and niche marketing, and propose and implement appropriate modifications to achieve AFNR business goals.

CCSS.ELA-Literacy.SL.11-12.5 Make strategic use of digital media (e.g., textual, graphical, audio, visual, and interactive elements) in presentations to enhance understanding of findings, reasoning, and evidence and to add interest.CCSS.ELA-Literacy.SL.11-12.3 Evaluate a speaker’s point of view, reasoning, and use of evidence and rhetoric, assessing the stance, premises, links among ideas, word choice, points of emphasis, and tone used.

Student Learning Objectives

Slide 2 in AS6 Retail Promotional Tools and Advertising Lesson ObjectiveAfter completing the lesson on retail promotional tools and advertising, students will demonstrate their ability to apply the concept in real-world situations by obtaining a minimum score of 80% on a Social Media and Web Promotion and Advertising Project.

Enabling ObjectivesAs a result of this lesson, the student will…

1. Analyze a local business’s promotional campaign.2. Develop a public relations campaign for the local FFA chapter and agriculture program to

be carried out during National FFA Week.

3. Explore various types of advertising, and analyze the use and effectiveness of social media, websites, and blogs.

4. Critique the effectiveness of promotional displays.

Time: Approximately 200 minutes

List of ResourcesAgriMissouri [@AgriMissouri]. (n.d). Tweets [Twitter page]. Retrieved February 17,

2014, from https://twitter.com/AgriMissouri.

AgriMissouri. (n.d.). Timeline [Facebook page]. Retrieved February 17, 2014, from https://www.facebook.com/AgriMissouri.

Bacon K., Boren N., Kirkwood V., Birkenholz R., Plain R., Rohrbach N. (1988). Agriculture Management and Economics Instructor Guide.Columbia, MO: Instructional Materials Laboratory.

Bacon K., Boren N., Kirkwood V., Birkenholz R., Plain R., Rohrbach N. (1988). Agriculture Management and Economics Student Reference Guide. Columbia, MO: Instructional Materials Laboratory.

Blogger. (2011). North City Farmers’ Market. Retrieved from http://www.northcityfarmersmarket.blogspot.com/.

Clayton Farmer’s Market. (2007-2013). Welcome To Clayton Farmer’s Market. Retrieved from http://www.claytonfarmersmarket.com/index.html.

Creative Design Group. (n.d.). Beggs Family Farm, “A Farm Adventure.” Retrieved from http://www.beggsfamilyfarm.com/.

Farmers Market of the Ozarks, (2012). Farmers Market of the Ozarks. Retrieved from http://loveyourfarmer.com/.

Heritage Valley Tree Farm LLC. (2013). Welcome To Heritage Valley. Retrieved from http://www.heritagevalleytreefarm.com/.

Hisaka, A. (2013, February 23). How to Use Facebook for Business. Retrieved from: http://socialmediatoday.com/alexhisaka/1203526/how-use-facebook-business.

Housley, S. (n.d.). 10 Tips for Bloggers. Retrieved from: http://www.rss-specifications.com/10-tips-for-bloggers.htm.

How to Make a Website. Retrieved from: http://www.wikihow.com/Make-a-Website.

Instructional Materials Laboratory. (1997). Agribusiness Sales, Marketing, and Management Instructor Guide. Columbia, MO: University of Missouri.

Retail Agribusiness Sales AS6 Retail Promotional Tools and Advertising

Kingston, C. (2013, April 10). How to Use Twitter for Business and Marketing. Retrieved from: http://www.socialmediaexaminer.com/how-to-use-twitter-for-business-and-marketing/.

Kyrnin, J. (n.d.). Top 10 Tips to a Great Web Page. Retrieved from: http://webdesign.about.com/od/webdesignbasics/tp/aa112497.htm.

Missouri Department of Agriculture. (n.d.) AgriMissouri. Retrieved from http://agrimissouri.com/.

NorthCityFarmersMkt. [@NrthCityFmrsMkt]. (n.d.). Tweets [Twitter page]. Retrieved February 17, 2014, from https://twitter.com/NrthCityFmrsMkt.

Ozarks Food Harvest {@ozksfoodharvest]. (n.d.). Tweets [Twitter page]. Retrieved February 17, 2014, from https://twitter.com/ozksfoodharvest.

Schneiderheinze R., Wood C. (1997). Agribusiness Sales, Marketing, and Management

Student Reference. Columbia, MO: Instructional Materials Laboratory.

Schweizer Orchards. (n.d.). Timeline [Facebook page]. Retrieved February 17, 2014, from https://www.facebook.com/pages/Schweizer-Orchards/136968286052.

SHS & JDB. (2014). Boone County Farmers Market. Retrieved from http://www.boonecountyfarmers.com/.

List of Tools, Equipment, and SuppliesAS6 PowerPoint PresentationAS6 Activity Sheet and Evaluation PacketNotecard or small sheet of paper for review activitySmall sheets of paper for interest approachA minimum of ten examples of print advertisements for agribusinesses or agriculture magazines for Objective #3

Key TermsSlide 3 in AS6 Retail Promotional Tools and Advertising

The following terms are presented in this lesson (shown in bold italics):AdvertisingPublic Relations


Interest Approach: Use an interest approach that will prepare the students for the lesson. Teachers often develop approaches for their unique class and student situations. A possible approach is included here.

Slide 4-18 in AS6 Retail Promotional Tools and Advertising Are You Influenced by Advertisements? As slides pop on the screen, have students record the answers to the questions on small sheets of scratch paper. Be sure they do not shout out the answers until all questions have been read.

After reading all questions and guessing the answers, have students share their results question by question, showing the answer on the PowerPoint slide after each question.

Explain to students that advertising influences everyone, though they may not recognize its effects. The businesses that sell these products have conducted such intense promotional campaigns that the product name has become associated with the product itself.

The next slides will show examples of how businesses use television commercials and/or slogans to build goodwill towards a business more than advertise a particular product. For these, show students the slide and have them shout out the rest of the statement.

Following this, explain to students that phrases and slogans like these are designed to build trust in the company that sells a particular product. They are promoting good public relations. Have students share other examples that come to mind.


To conclude interest approach, sum up that it is important for every business to have some sort of public relations and promotional campaign in order to be successful against competitors. Then

proceed to introduce the objectives for the lesson. Summary of Content and Teaching Strategies

Objective 1: Analyze a local business’s promotional campaign.

Teaching Strategies Related Content1. As business owners, what are some

types of things we might do to promote our businesses?

2. Collectively, we would call these things a promotional campaign. Let’s more closely examine the components and their purpose.

Slide 19 in AS6 Retail Promotional Tools and Advertising

3. How will we as business owners go about choosing promotional strategies?


Components of a Promotional Campaign Advertising – Promotional message

paid for my sponsor – Newspaper, radio, web, etc.; Informs customers of products/services being offered; When and where they can be purchased and cost; Influence consumers’ perception of wants and needs

Public Relations – Activities to create positive image for business in community; Promotes good will toward business; Increases sales

Sales Promotion – Coupons, contest, visual displays, etc. to attract customers; Increase sales by encouraging customers to make purchases

Personal Selling – Sales presentations to potential customers; Personal persuasion to convince customers to make purchases

Choosing Promotional Strategies Type of business and product or service

– Correct promotional mix is formula for success

Target Market – Place of residence, age, sex, income, preferred media source of information, facts about competitors, motivations to buy

Examine relationship between cost of promotion, people reached, number of times potential customers come in contact with promotional message, and


4. Divide students into pairs or triads to complete AS6.1, evaluating a local business’s promotional campaign.

level of sales generated Know how and where competitors

promote their product or service

Objective 2: Develop a public relations campaign for the local FFA chapter and agriculture program to be carried out during National FFA Week.

Teaching Strategies Related Content1. If a business is going to promote a

public relations campaign, what would the main goal be?


2. What are some activities that could achieve these two goals, and what would be their purpose?

Slide 22-23 in AS6 Retail Promotional Tools and Advertising

3. We are local business owners. How

Public Relations Campaign Build goodwill in a community toward

a business Contribute increase in sales

Public Relations Campaign Components Community partnership – Shows

business is part of community and must contribute to it; Identify problem areas and work to correct them

Educational tours – Help youth and community obtain better understanding of business and its product; Show real-life examples of what happens within business

Support for youth – Encourage parents to support business in return; Retain loyalty of young people

Press releases to local media – Get publicity; Create stable image of business

Advertisements – Create positive feelings toward business

Speakers for community groups – Provide general information useful to audience; Publicize a product or service

Company periodicals – Make employees aware of company news and activities; Employees can then promote to others

Provide facilities for community purposes – Encourage public to support business in return


would we go about developing a public relations campaign?


5. Divide students into pairs or triads to complete AS6.2, evaluating a local business’s public relations campaign.

6. Use the components and steps defined above to have small groups develop a public relations campaign outline to be carried out during National FFA Week to promote the local FFA and agricultural program. Outline can be completed on AS6.3.

**If lesson is taught post National FFA Week, this could be a campaign to be carried out for new member recruitment, to showcase the program for the school board of education, or to thank current program supporters.

Developing a Public Relations Campaign Target customers – PR must be

appropriate for audience Budgetary constraints – Use

inexpensive PR activities Assign someone to be responsible for

campaign – PR advisory committee for larger businesses

Monitor to ensure goals are being reached – Make changes when necessary

Recognize employees – Those who donate time to create goodwill in community

Make sure CUSTOMERS ARE SATISFIED

Objective 3: Explore various types of advertising and analyze the use and effectiveness of social media, websites, and blogs.

Teaching Strategies Related Content1. Place collected agribusiness

advertisements around the room or give students agriculture magazines and newspapers and assign them to find five examples of advertisements. For each, have them complete the questions on AS6.4 and be prepared to share.

2. Have students present at least two of their advertisements with the class.


3. Facilitate a discussion on what students consider to be effective advertisements. Maybe they use more social media than teachers or older individuals. Ask them how they would improve these advertisements using a different or additional form.

4. Introduce that there are a number of forms of advertisement. We just commonly think of magazines, newspapers, and radio. However, many more exist.

5. Record notes on AS6.5. Fill in the first column (media) only.


6. In pairs, identify two advantages and two disadvantages of each type of advertising media. Place these in the appropriate box on AS6.5. Be prepared to share with the class when finished.

7. During class discussion, instruct students to add, subtract, or modify their lists. For examples of advantages and disadvantages, see AS6.6.

8. Take a closer look at the “new” types of advertisements using the Agri Missouri web page at http://agrimissouri.com/ .


9. Explore the website as a class, noting the specific features and tabs of the website. Then facilitate a discussion on the benefits of a business being associated with this website versus a business that is

Advertising Media Newspaper Magazine Billboard Direct mail – Flyers, brochures, etc. Radio Television Internet – Web pages Social media – Facebook, Twitter Blogs


http://agrimissouri.com/

not.

10. Explore web pages. Many businesses linked to Agri Missouri website have a web page of their own. Students may search for specific businesses or use the businesses listed below:

Clayton Farmers’ Market - http://www.claytonfarmersmarket.com/

Begg’s Family Farm - http://www.beggsfamilyfarm.com/

Heritage Valley Tree Farm - http://www.heritagevalleytreefarm.com/

Boone County Farmers’ Market - http://www.boonecountyfarmers.com/


11. Have students select three web pages to explore. Complete AS6.7 and be prepared to share their thoughts and ideas.

12. Facilitate a class discussion on students’ thoughts and ideas about web page features.

13. Conclude discussion on websites by sharing that there are a multitude of tips and suggestions out there for when you go to make a web page, but here are some common and helpful ones to remember.


14. Now let’s explore blogs. What is a blog?

15. Explore web pages. Many businesses

Google sites and Weebly are both free for creation of web pages.

Tips for Making a Website Choose a theme Define goals for the website – Helps

to narrow down what will be included; target audience, etc.

Make a plan – Create a flow chart as to how information would be laid out and what it would be linked to

Provide quality content Check spelling and grammar Keep links current Make contact information easily

accessible Be creative!


http://www.boonecountyfarmers.com/

http://www.heritagevalleytreefarm.com/

http://www.beggsfamilyfarm.com/

http://www.claytonfarmersmarket.com/

linked to Agri Missouri website have a web page of their own that include blogs. Students may search for specific businesses or use the businesses listed below:

North City Farmers’ Market - http://www.northcityfarmersmarket.blogspot.com/

Farmers’ Market of the Ozarks - http://loveyourfarmer.com/


16. Have students select two web pages with blogs to explore. Complete AS6.8 and be prepared to share their thoughts and ideas.

17. Facilitate a class discussion on students’ thoughts and ideas about blog features.

18. Conclude discussion on blogs by sharing that there are a multitude of tips and suggestions out there for when you go to make a blog, but here are some common and helpful ones to remember.


19. Now let’s explore the use of social media. We’ll focus on Facebook and Twitter.

20. Explore Twitter pages. Students may search for specific businesses with Twitter accounts or use the businesses listed below:

AgriMissouri - https://twitter.com/AgriMissouri

North City Farmers’ Market - https://twitter.com/NrthCityFmrsMkt

Ozark’s Food Harvest - https://twitter.com/ozksfoodharvest

Slide 31in AS6 Retail Promotional Tools and

Tips for Creating a Blog Stay on topic Stay informative Make posts on a regular schedule

customers can follow Be clear and simple in posts to get

message across Spell check and proof read Create posts that cause interaction

with customers

Using Twitter for Business Present brand – Tell business story,

add images, customize background, etc.

Complete your profile – Include contact information, share a web address, tell them who you are and what you do, etc.

Start following people – Customers,


https://twitter.com/ozksfoodharvest

https://twitter.com/NrthCityFmrsMkt

https://twitter.com/AgriMissouri

http://loveyourfarmer.com/

http://www.northcityfarmersmarket.blogspot.com/

http://www.northcityfarmersmarket.blogspot.com/

Advertising

21. Have students explore these Twitter accounts. Then facilitate a class discussion on how being connected to Twitter could be beneficial for a small business.

22. Conclude discussion by revealing some tips on how to use Twitter for business.


23. Explore Facebook pages. Students may search for specific businesses with Facebook pages, or use the businesses listed below:

AgriMissouri - https://www.facebook.com/AgriMissouri

Schweizer Orchards - https://www.facebook.com/pages/Schweizer-Orchards/136968286052

Slide 33in AS6 Retail Promotional Tools and Advertising

24. Have students select two Facebook sites. Complete AS6.9 and be prepared to share their thoughts and ideas.

25. Conclude discussion by revealing some tips on how to use Facebook for business.


business partners and suppliers, competitors, business neighborhood

Start talking! Drive traffic to website and/or blog Advice to Twitter timeline

Using Facebook for Business Create a business page Set goals of how often to post, type

of content for each post, etc. Create page administrators Create a places page Experiment posting different times

throughout the day to see when the target audience is most available

E-mail customers about business page and encourage them to “like” to receive special access to promotions, special events, etc.

Promote business page Monitor success and effectiveness Respond to customers – Shows great

customer service!


https://www.facebook.com/pages/Schweizer-Orchards/136968286052

https://www.facebook.com/pages/Schweizer-Orchards/136968286052

https://www.facebook.com/AgriMissouri

26. Facilitate a discussion about and explore other types of social media to use for business purposes: Pinterest, Etsy, etc.

Objective 4: Critique the effectiveness of promotional displays.

Teaching Strategies Related Content1. Show students pictures of displays on

PowerPoint slides. Have them share their initial reactions.


2. Displays are used in business to attract attention to products, prompting customers to purchase them and to promote the business as a whole, presenting a good image or particular aspect of the business.

3. Where do we typically see displays, and what’s the advantage to having them in that location?


Location of Displays Outside the Business – Fairs, trade

shows, demonstration plots; Display items too large to display inside; Visibility not limited to business hours or confines of building

Windows – Draw customers into store Entrances and Exits – Greets

customers; Leaves favorable impression when exiting

Point of Purchase – 2nd largest amount of traffic; Common, inexpensive items that can quickly be purchased

Open Areas – Highly visible within store; Stands out from other merchandise

Walls – Utilize space efficiently Hanging – Save space Shelves – Categorize items


4. Share some ideas on how to use displays effectively.


5. Show slides with pictures of displays and have them critique them for their effectiveness on AS6.10.


Closed Cases – Fragile items, expensive items, or items needing special handling; Efficient for displaying small items

Shadow Boxes – Uses lighting and special effects to draw customers’ attention; Used for expensive items

Using Displays Effectively Establish a Theme Plan Setting – background, floor

covering, accessories, etc. Draw Sketches Vary Sizes and Shapes Add Sound Add Animation Add Something Unusual or Unexpected

– A good small, talking object, etc.

Review/SummarySlide 44 in AS6 Retail Promotional Tools and Advertising

The components of a promotional campaign include advertising, public relations, sales promotion, and personal selling. The right combination of components for a promotional campaign depends on the type of business, the market for the product, the effectiveness of various promotional strategies, and the type of competition the business faces. Promotional campaigns are an investment in sales and have become an essential part of today’s world.

Review:

Slide 45 in AS6 Retail Promotional Tools and AdvertisingPromotional campaign review: Examine the promotional campaign of a major business enterprise like Sprint, Apple, Monsanto, John Deere, etc. Have students identify each piece of the promotional campaign: advertising, public relations, sales promotion, and personal selling. Record their findings on AS6.11.

Slide 46 in AS6 Retail Promotional Tools and AdvertisingExit cards: Students will answer the following questions on a note card or small slip of paper


and hand to teacher as they exit: What did you learn today about retail promotional tools and advertising? What questions do you still have about retail promotional tools and advertising?

Application

Extended Activities

Create a web page for the local FFA chapter. Each student can complete a page of the website. Show completed web page to FFA officers and advisor for approval and present final result at the next FFA meeting. Link the page to the school’s website.

Allow each student to create a web page for a local agribusiness. Visit with the business owner to receive permission and obtain information, pictures, etc. Create the web page using the free sites discussed in this lesson or a different site per the instructions of the business owner. Launch the site if the business owner approves.

Design a promotional brochure for Agri Missouri’s Featured Member. Examine the business’s web page to pick up on key information to be presented in a brochure business owners could give to publicize their business throughout the state of Missouri.

Outline a promotional campaign for students’ Supervised Agricultural Experience Programs. If students have a placement SAE, have them consider that they were the owner of the business for which they work and should develop the campaign for them. Present promotional campaign outline with peers during class and instructor during the next SAE visit.

EvaluationSocial Media and Web Promotion and Advertising AS6.12

Alternate - Paper-pencil Quiz Evaluation AS6.13

Answers to EvaluationEvaluation AS6.12Answers will vary. Use scoring guide on AS6.12 to assess student work.

Alternate Evaluation AS6.131. D2. B3. C4. B5. C6. C


7. B8. D9. C10. C


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