Dakin Farm: What Vermont Tastes LIke

Introduction:  

For my fourth blog post I thought that it would be nice to travel back to Ferrisburgh, Vermont.  Nestled in the rolling hills of the Champlain Valley, Ferrisburgh is home to a very successful, family business that will leave your taste buds begging for more.  This growing business is known as Dakin Farm.

History: 

In 1792 Timothy Dakin decided to build a small house in Ferrisburgh, Vermont.  This is where he would own and operate a small farm. He would attempt to sell his version of Vermont's famous maple syrup.  Mr. Dakin was quite successful at what he did.

Nearly, two hundred years later Timothy Dakin's farmhouse was bought by Air National Guard Pilot, Sam Cutting III.  Along with buying the house, Mr. Cutting purchased the roadside stand that Mr. Dakin would sell his maple products from.  

Using the name that Timothy Dakin had used, Dakin Farm Maple Market, Mr. Cutting attempt to keep the small business running.  According to Mr. Cutting, The best way to keep the business running was to continue to make maple syrup the way Mr. Dakin had.  However, he also knew that in order to have a successful  business, he had to add more to his shelves than just maple products.  With this idea in mind Mr. Cutting decided to put some of the secret farm recipe's to use.  This is when he started to slow smoke meets under a corn cob fire.  This created a flavor that was unlike any other.

Modern Day: 

As most of you have guessed, Dakin Farm Maple Market (now shortened to Dakin Farm) is a very successful business.  The owner, Sam Cutting IV has taken Dakin Farm to new heights.  They are now offering products such as jams, jellies, fudge, dips, pies, as well as their famous cob smoked meats.

Due to the success that they have had over the past fifty years or so, they have begun to open new locations.  One of these new locations is in the same shopping center as Barns and Noble in South Burlington.  In my opinion, I would check it out if I were you.

Marketing Strategy:
As far as the marketing strategy goes, Dakin Farm is in good hands.  There owner, Sam Cutting IV was a graduate of UVM with a degree in marketing.  He uses multiple marketing strategies to create more profit for his business.  For example, there website offers an online chat, where customers are able to talk to an individual that works in the distribution center.   This way any opinions, or questions can be told or asked in order for the customer to buy what they want.


Also, with the ability to buy online, as well as in the store, customers can receive packages from Dakin Farm across the world.  The only question is, how would someone in California know about a Vermont product like this?  How would someone someone in China know?  The answer is simple; either Google it, or word of mouth.  I know that a growing company can not just rely on word of mouth, so Dakin Farms has a program that helps with that.  It is call the sampler.  During holidays, they will allow customers to ship out baskets with certain products out to loved ones around the globe.  In fact, they will ship it for you.  Of course the costumer has to pay for the basket, but the usual response from individuals that are not from the state is, "Send us more!"

  As a matter of fact, my family sent a sampler basket to a family in Rhode Island.  I met there daughter through college and two days after they received the basket I got a call. It was their daughter tell me, "That was the best bacon I have ever tasted! I need more!"

Conclusion:
By the sounds of it, Dakin Farms is going to be in business for awhile.  As long as that smokey taste is there, the customers will be there. Packages containing Dakin Farm meat, maple syrup, and other goodies will be sent around the globe. It may take awhile, but I could see this company expanding all across New England, the U.S., and maybe the world.

Information Received From:
http://www.dakinfarm.com/History.dlp

Pictures Received From:
Dakin Farm Sample 1: http://www.dakinfarm.com/Dakin-Farm-Samplers.html
Dakin Farm Sample 2:  http://www.theferrisburghlist.com/shop/dakin-farms
Dakin Farm Sign: http://exploreall50.com/2013/06/dakin-farms-ferrisburgh/

The Heart of Boston

http://nesn.com/fenway-park/

In exactly thirty-nine days, it will be the start of the Major League Baseball season.  In honor of this exciting occasion, I thought that it would be smart to focus on the heart and soul of Boston; The Red Sox.  However, because this is a marketing blog and not a sports blog, I will not be focusing on stats of players, or the Red Sox's best season.  In fact, I will be focusing on their worst season and what their marketing department had to do in order to make sure they kept their ticket sales. 

Background Information:

In April 2013 the Red Sox Nation started the season with the hopes of getting yet another World Series trophy.  However, those dreams were quickly shattered as the Red Sox dropped their first eight games of the season.  Everyone hoped that the Red Sox could pick up some wins and be back to normal, but it never happened.  They ended there season in early October with a 69-93 record, the worst in Red Sox history. 

Red Sox Nation was at a loss.  How could their beloved team, who has been a contender for the  past decade, seem to have given up?  Social media blew up with complaints about the manager, the players, and most importantly, how people were not going back to watch a team that would never win.  

The Marketing Department Steps in:

Through all of this, the Red Sox marketing department were reading the comments of the fans and knew if they did not do something, ticket sales would plummet.  They reached into their hat of tricks and pulled out a few very good ideas.  

The first was an expansion of something that the Red Sox do every season.  Through their sponsors the Red Sox give out pocket sized schedules.  These schedules highlight every home and away game the Red Sox have and give the times.  However, in 2013, the schedule had a flip side to it.  On the opposite side of the schedule was a picture of either David Ortiz or Dustin Pedroia.  These two individuals were the faces of the organization.  Both were well known for there playing, and were known to the Red Sox Nation as players who could get the job done when needed.  With the picture the marketing department thought it would be smart to put a slogan saying, "162 Chances to Restore the Faith."  Or they could say, "What's Broken Can Be Fixed." This was a very subtle hint to give Red Sox Nation the idea that the team would be able to turn their franchise around and make it a winning team again. 

The Marketing ploys would not stop there.  The Red Sox began to run campaigns such as "Call All Kids" month.  Basically, all kids with A's and B's on there report cards would receive free access to the game.  This was provided by Hood.  This is a great idea because now the parents have to buy tickets to the game, but the children do not.  

The next idea was "Futures at Fenway."  This is an event that only costs five dollars for a ticket and you can watch the Red Sox Minor League teams play at Fenway.  Individuals that choose to do this will get a Fenway Experience without having to pay the crazy ticket prices. 

This last example is probably my favorite.  Its called "Welcome Back Fans." Basically, the Red Sox offered five dollar beers for all adults.  This is incorporating the idea of having a hot dog and a beer to relax at the game.  This was the best idea because most adults knew when they drink they have to eat. This would, in return, boost sales dramatically. 

The Outcome: 

For those who don't know, the Red Sox turned around and won the World Series.  The third World Series championship in nine years. 

http://bunow.com/2013-world-series-review/

All of the information was provided by:  http://www.chiefmarketer.com/social-data-shapes-red-sox-2013-marketing-plan/

Picture of 2013 pocket schedule: https://pt.pinterest.com/explore/sox-schedule/

L.L. Bean: A Company that took Great Strides and Succeeded

Introduction: 

As promised in my first blog post I will be focusing on companies that have been formed in New England and have flourished over the years.  Today my focus will be on a company that is near and dear to most of our hearts, but really closer to our souls.  The soles of our shoes that is.  I am talking about L.L. Bean.  A New England company that seems to have taken the world by storm ever since they were created. 

A Brief History:

Leon Leonwood Bean

In 1911, and avid outdoors-man named Leon Leonwood Bean, from Freeport, Maine came home one night after a long day of hunting to find that his boots were soaking wet and his feet to be extremely cold.  At that moment he realized that something had to be done.  He could not go back out into the woods knowing that he did not have the proper attire.  The question was, how could he make his boots so they would not allow water, and snow to seep into them? With help from a local cobbler, Bean was able to stitch leather onto workmen's rubber boots, creating a boot that would get the job done.  Thus, L.L. Bean was formed.

In 1912, Bean began to produce these boots in his basement of his home.  To get the word out about his company, he obtained the addresses of avid outdoors-men, like himself, and sent them a three page catalog.  In other words, his target market was simply local men that were frustrated with not having the proper shoes for hunting.  From this catalog he received one hundred orders of boots.  Sadly, ninety of the boots failed.  This means ninety boots were returned for a full refund.  As awful as this sounds, Bean did not seem to upset about it.  Bean could have lost everything, but he knew that consumers/ customers would spread the word about his boots, so he knew that he had to stand behind his product.

After some tweaks to his original design, Bean began to have success.  Word began to spread about a product that was of high quality and was back by a one hundred percent back guarantee.  By 1934, Bean replaced the simple three page catalog with a 52 page catalog, which included anything from boots to fly fishing gear.  From here on L.L. Bean has seemed to keep on succeeding with whatever they do.

The Present:

One hundred years later, L.L. Bean still holds the same values as when they were first started.  They want to, "Sell good merchandise at a reasonable profit, treat your customers like human beings and they will always come back for more" Leon Leonwood Bean.  L.L. Bean still uses the word of mouth to get word out about their products.  For example, her is a link to there blog, where customers can write any questions comments or concerns that they have. L.L. Bean Blog  

Besides word of mouth L.L. Bean does have some other tricks up there sleeves.  For example, L.L. Bean is partnered with professional sports teams like the Boston Red Sox, and even the U.S. Olympic ski team.  These partnerships allow not only Red Sox Nation, but the world to know about L.L. Bean's quality products.  One could say that quality teams are supported by a quality product. 

Information Provided by the L.L. Bean Website.

Photo of Leon Leonwood Bean: https://www.llbean.com/customerService/aboutLLBean/company_values.html?nav=ln

Photo of the L.L. Bean Tarp: http://blog.aglamslam.com/2013/10/03/l-l-bean-designs-red-sox-boots-made-from-fenway-100th-anniversary-rain-tarp/

Photo of the L.L. Bean Logo:http://tanglewoodhall.com/activities

 

Blog Post #1: The Man Behind The Blog

Hello and welcome to my marketing blog. My name is Aaron (AJ) Benway.  I am currently in my Junior year of college; working towards obtaining my degree in accounting. Like most students my age, I am in the process of applying and interviewing for summer internship. As well as, balancing a full schedule.  Educationally, I am taking four classes, Intermediate Accounting, Cost Management, U.S. History: 1865 until the Present, and Marketing.  My social activities include intramural soccer, floor hockey, basketball and I am a part of the business society.  In the long run,  I am just your every-day student, except one thing.  In the three years that I have been in college I have managed to go to two different schools.  

My first school was Castleton State College in Castleton, Vermont. I chose Castleton because there were a lot of external forces influencing my decision.  The first, is the fact that I grew up an hour away from Castleton. This allowed me to visit the campus whenever I wanted.  Trust me, every time that the opportunity came up, I took it.  I would go to the campus to watch football games with my uncle and baseball games with my father. When I was not able to make a game, I did not need to worry because Castleton has consistently been a Division three powerhouse.  There was constant coverage and news reports discussing how Castleton did.  Over time, I started to form the idea that winners went to Castleton, and I wanted to be a winner.  Plus,  my Aunt and Uncle received their degrees from Castleton and they are both very successful.  

http://www.castleton.edu/news-media/the-office-of-marketing-communications/brand-identity/athletics-brand-identity/athletics-logo-set/

Being a cautious student that I am, I decided to look at Castleton State's mission statement and compare it to all other colleges.  I immediate liked how I was going to receive a liberal arts education and only pay a half of what I would at most colleges. To top it all off was I was going to be able to play baseball.  Everything was perfect! Well, at least for a little bit. 

Two weeks into the year I had had enough.  I wanted out of Castleton.  This is when I called the admissions office at Saint Mike's and prepared to transfer.  The only thing that I had to do was tell my parents.  The conversation went a little like this, "Saint Mike's?! There is absolutely no-way that we will be able to send you to a private catholic school, especially one that costs so much. We have only saved so much money to pay for you to go to Castleton.  We don't have the money this year, maybe next year."  Clearly, it was a shock to their system, especially since I loved Castleton and everything that the school stood for.  Little did they know, Castleton's mission did not encompass what the students wanted. They enjoyed partying, or "spartying" as they called it, a little too much.

http://www.nsnsports.net/colleges/st-michaels-college/

Now,  I am a proud student at Saint Mike's, and I can easily say, "I like Saint Mike's!"  Everything about this school seems to make my life better.  I am challenged everyday by professors that care about me and my education.  I have great friends that stand by me through thick and thin.  To top it all off I was able to stay in Vermont, and go to a school where most of the students are from New England and embrace the work ethic that New Englanders have.  

Personal Photo

Due to the fact that a majority of the students at Saint Mike's are from New England I have decided that for this blog I will focus on products that are common to New England and what marketing procedures I would like to embrace the spirit of New Englanders and the pride that we take in what we do.




Background Photo Provided By: http://www.hayfieldqualitytours.com/new-england.asp