ICEW 2013 Wilfred Emmanuel-Jones - Building the Brand and Influence of Social Media
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Wilfred is the only black farmer in the UK, who has used social media and entrepreneurial skills to build a well-known brand in the UK stocked in all major outlets. He is an inspirational speaker with a social conscience.
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ICEW 2013 Wilfred Emmanuel-Jones - Building the Brand and Influence of Social Media
- 1. ICEW 12 – 13 March 2013 The Maslow Hotel, Sandton, Johannesburg
- 2. The Black Farmer Range
- 10. Available in all UK supermarkets
- 11. • My Background – Raised in poverty in Jamaica and then Birmingham – Lived and worked in inner cities – Aspired to a life working in the English countryside - bringing urban and rural communities closer – Career in food (BBC TV + Marketing)
- 12. • Why The Black Farmer? • Devon neighbours adopted the term to describe the rare phenomenon of a black man in British farming
- 13. • My strategy – Maverick brand, challenge the status quo – To be the No 1 premium branded pork sausage in the UK market – the Gold standard – Promote Gluten Free commitment – Develop a real relationship with our consumers
- 14. • I was the new kid on the block • There was serious competition from established big brands • David to their Goliath • The Black Farmer had to be better and offer more: – British meat – Gluten free – Proactive social initiatives
- 15. 1. What our company stands for is as important as what we sell 2. More than just its products - our brand should look to offer hope Two important ground rules for everything The Black Farmer does:
- 16. Consumers want to engage with real people. Gone are the days where you can hide behind a corporate structure. Think Richard Branson, think Bill Gates The Black Farmer brand is the embodiment of me and my life story. People are buying into my beliefs and behaviour. I owe them honesty, transparency and genuine communication
- 17. I love my consumer • My consumer is my sales force • I take time talking to them • I look after them - Every email, letter and phone call to The Black Farmer is responded to personally and everyone gets something for taking the trouble to get in touch with us … a coupon, mug or T shirt
- 18. I involve them in trying to get listings…
- 19. I give them money can’t buy offers… …a holiday on The Black Farmer’s farm …a signed copy of The Black Farmer cookbook
- 20. The Black Farmer has embraced Social Media It is the perfect platform to develop strong personal relationships with our consumers
- 21. • The Black Farmer has – Daily contact and interaction with consumers – More fans and followers than any other premium sausage brand – Facebook: 9137 fans – Twitter: 4010 followers – YouTube – we post videos of life on the farm, new products, recipes on our website and YouTube for all to share
- 22. • Run a programme of competitions – Signed cook books – Holidays at the farm – Money off coupons
- 23. • Twitter – We identify relevant conversation streams and intercept with useful information about The Black Farmer brand • Coeliac • Gluten free diet • Sausages – Responses are appreciative and engaging
- 27. • Media – The Black Farmer most high profile brand – Year long schedule of talks and personal appearances – Sought out for comment on food, farming and entrepreneurialism – TV, Radio and editorial contributions – Regular award winner