business

Lots of Summer Ramblings: Strawberry Moon to Strawberry Festivals

Several years ago the bulb in our yard light burned out. It was one of those dawn-to-dusk lights set high on a line pole and even though my husband’s job is to regularly climb such poles, he just never got around to climbing ours.

At first, I’d go out at night and it seemed unnervingly dark. We don’t have immediate neighbors so nothing but the celestial sky lit our yard. Oh, but let me tell you, there’s no going back. The event of that burned-out bulb has totally heightened my appreciation of the night sky and I’m now a moon-gazing habitué.

Given that, here’s to a happy Strawberry Moon (Tuesday night) and upcoming Summer Solstice (Friday night). I love them both. With the full days of summer ahead, it’s a wonderful time of festivity and adventure.

Speaking of Strawberries…

They’re finally here! We live on a windy hill and it seems my patch is always a bit behind. But they’re here now and as delicious as ever. Just look at how red and juicy they are, unlike those so-called “strawberries” you find in the grocery store.

Hey folks, shop your local farmers! Eat real food!

Strawberry Festivals and More

One of my tastiest childhood memories is of a strawberry festival we attended while camping in northern Michigan. If I recall, it was a community church serving shortcake piled mile-high with strawberries and cream. Oh, so good!

Quite often such festivals are benefits for a specific cause (like these upcoming festivals here and here). Joining the celebration not only creates fun memories but also supports grassroots working together at its finest.

Food festivals have become one of the fastest growing forms of tourism and there’s a good reason why. They offer a sensory overload of the landscape, ethnicities, history, and food cultures of their given community.

Food lovers love food festivals; ask me how I know!

Which Leads Me To…

When it comes to festivals, I’m proud to help promote two Wisconsin biggies: The Soil Sisters in August and Fermentation Fest in October. These are annual celebrations that each draw thousands of people and have great social and economic impacts on their rural communities. Needless to say, a lot of organizing and marketing goes into these events.

Do you know of a festival looking to grow in its success? I’d love to help. Let’s talk about what makes a good festival and how to get the word out to all those fun-loving, destination travelers!

Wisconsin Women are Go-Getters

I’m always proud to be a Wisconsin woman. However, this month my heart swells even more as we celebrate the 100th anniversary of Wisconsin’s ratification of the 19th Amendment, guaranteeing women the right to vote. On June 10, 1919, Wisconsin—movin’ people that we are— was the first state to take such action. We even beat the U.S. Congress, which didn’t ratify the amendment until the next year.

The Wisconsin Historical Society has a great exhibit on display in our beautiful State Capitol Rotunda all the way through November. My pictures don’t do it justice so definitely take time to see it for yourselves.

Certainly, a tip of the hat is due to those progressive thinkers of Wisconsin’s legislature. But the real heroes are the women who fought more than 70 years to bring the 19th amendment to fruition, women like these Wisconsin demigoddesses.

Women’s rights groups began forming in Wisconsin in the 1860s and they rallied for an array of social reforms such as anti-slavery, temperance, education, health, and married women’s property rights. The Wisconsin Women’s Suffrage Association (WWSA) was started in 1869. Besides campaigning for suffrage, these ladies fought to improve public schools. By 1869 they were running for school boards and by 1886 women could vote for issues “pertaining to school matters,” according to the Wisconsin Women Suffrage in School Matters Referendum.

Notice a whole lot of nurturing going on here?

“Bitches get stuff done.” — Tina Fey

When women rise up, they by nature don’t do so with self-serving ambitions. If we examine the motives behind what some label as “women being bitches,” we see they’re most often raising their voices for the welfare of others; family, children, the sick, the poor. Even 19th-century women’s quest for rights to their property was done with their children in mind; to prevent a drunken husband from taking a mother’s earnings or to will a woman’s inherited land to her own children rather than those of her husband’s second wife. Sometimes women being bitchy is the only way people listen.

Today I’m admiring…

These days inspiring Wisconsin women continue to stand up for the good of others. I’m thinking of several in my world alone, caring women who have dedicated time out of their busy lives to basically make things better in Wisconsin. Women like:

Be a Wisconsin Woman

Wisconsin women are gutsy go-getters. They get things done. But really, you don’t have to live in my beloved Badger state to be so emboldened. Just get up and go wherever you are.

And don’t forget to vote!

Yesteryear’s Brewery: Today’s Small Business

While enjoying last year’s Octoberfest Brewery Tour, I came across the book Badger Breweries, Past and Present. Definitely on the rare list, it’s a detailed account of all the breweries known to have existed in Wisconsin. Look at how many it shows for my small town alone.

Badger Breweries: Past and Present

According to the Wisconsin Historical Society, nearly every town in the 1800s had its own brewery. A town’s brewery was its heart, providing steady employment, commerce and togetherness. It was also its fingerprint, each with a unique history and terroir.

While most of these breweries have died long ago, we’re now savoring a renaissance with the craft beer movement. These new breweries—most of them small and independently owned—strengthen communities just like the old days. But like an egg in our beer, their innovative owners have been bestowing neighborhoods with food venues, tourism and charitable causes.

As interesting as beer history is, what I really want to talk about are small businesses. This week is National Small Business Week and in the same way those small, 19th century breweries were the lifeblood a community, so small, locally owned businesses are today.

According to the U.S. Small Business Administration (SBA), more than half of Americans either own or work for a small business, and they create about two out of every three new jobs in the U.S. each year.

Maybe you want to become one of those owners! Maybe you want impress your fingerprint into the community. The SBA has great information online to get you started, everything from funding to launching your business.

And if you’re looking for help branding and marketing your new business, please keep me in mind!

A Wolf Moon Welcome

Happy upcoming first full moon of the year!

Interestingly, not only will this be the Wolf Moon, it’s a Super Wolf Blood Moon. Super Moon, in that it’s closest to the earth in its elliptical orbit; Wolf Moon, because that’s the name given to January’s moon; and Blood Moon because of the reddish tint that’s going to appear when, yes, a lunar eclipse occurs. 

Barring cloudy skies, here in Wisconsin this stargazer’s phenomenon should appear this Sunday, January 20, between 10:41 and 11:12 p.m. You can bet I’ll be outside watching for it!

Back when people named moons according to the seasons, our northern ancestors hunkered themselves inside near a fire while wolves howled distantly in the January cold. Wolves are a common metaphor for hunger, yet families kept this wolf—hunger, that is—from their door with the food they’d put up earlier in autumn. 

These days, while in the cozy warmth of our homes, we’re browsing garden catalogs and dreaming of the spring months ahead when we can plant those first seedlings. The plans we make now shape the crops we grow in summer and the food we put up in fall, which in turn keeps “the wolves from our door” next winter. 

Preparedness: It’s ongoing through the seasons

For self-employed farm entrepreneurs, winter is time to plan your seed purchases. It’s also time to promote your farm and sign up members for the upcoming growing season. 

Next month is the Midwest Organic & Sustainable Education Service (MOSES) Conference and I’m presenting a workshop that offers great ideas for promoting your farm. The workshop is Marketing & Branding 101 and will be Saturday, February 23, in La Crosse, Wisconsin. We’ll talk branding, because you have to brand yourself before you can market. We’ll then discuss marketing and how social media has become the easiest and most cost effective way to promote your small business. 

Hope to see you next month in La Crosse!

Pantone’s Color of the Year and Its Affect on Your Business

As the rest of us hunker down into the winter solstice—that cold, grey and shortest day of the year—the Pantone Color Institute just threw a splash of a party by announcing Living Coral as it’s 2019 Color of the Year. My Christmas cactus hits the tone perfectly (although this year it did Thanksgiving so we’ll have to nix the “living” part).

Quote by Leatrice Eiseman, executive director of the Pantone Color Institute

Pantone is a standardized color matching system. It originated specifically for the graphics industry but now you find it everywhere from fashion to furnishings. Each December, after extensive research, the Pantone Color Institute forecasts what color will bombard us in the upcoming year. They’re usually spot on.

As a designer, I find Pantone’s Color Intelligence invaluable. While I’m certainly not trendy in a fickle sense—after all, communicating my clients should not be based solely on the next 365 days—I do need to be aware of color and how it permeates our human thinking. For example, in 2016 I did a logo and website for The Blogging Bee, a one-time workshop for quilters. Research told me the average quilter is female and regularly updates her already extensive stash of fabric. Of course, she’s on top of color trends. So, of course, I used Pantone’s 2016 Color of the Year.

More recently I did an advertisement for The Cider Farm and it’s release of its 5-year-aged apple brandy. With 14,000 trees growing organically on 160 acres of Wisconsin farmland, you can bet no one’s thinking about colors of the year. Co-owner Deirdre Birmingham described their business as authentic, sophisticated and consistent. Their standards are inspired by European and American traditions. Given this, the strong, earthy tones of their brand are a perfect choice.

There’s a reason the Pantone Color Institute and designers put so much thought into color. Color affects our emotions, responses, behaviors…goodness, it even evokes perceptions to the taste of our food!

As you brand your business, what are your color ideas? Give me a jingle if you need some help!

Branding or Marketing: Which Comes First?

Which came first, the chicken or the egg? We’ve debated this question for generations, have we not? Thankfully, when it comes to branding vs. marketing, the answer is much less scrambled (sorry, I couldn’t resist).

Regardless of size or industry, successful businesses practice both branding and marketing. But it’s the order in which they approach them that really matters.

Branding first. Marketing second.

Branding and marketing are often interchanged but in truth they’re completely separate entities. Branding is determining who you are. Marketing is telling who you are. You must know who you are first, then you can tell who you are.

But what is a brand?

Your brand is not your product. It’s not even your name or logo specifically (although those develop through branding). Your brand is the whole of who you are, what makes your business (product or service) what it is. It’s the image of your business in the eyes of your customer.

In the third (episode 61) of our In Her Boots podcast series, Lisa Kivirist and I discuss the elements of branding, namely the Five W’s and an H—who, what, when, where, why and how. What is your business? Who is your target market? How do you want to be perceived? Answering these questions and more lays the foundation for your brand. They convey who you are.

Once you’ve examined yourself and determined your brand, you can then go forth and visually present your business. You can create your logo. Hang your sign. Begin your marketing!

Those Five W’s and an H

In the corporate world, much time and expense is used for brand strategizing. Small businesses commonly don’t have that luxury, but we can build a brand nonetheless. I’ve come up with a fun questionnaire to get you started. These are the same Five W’s and an H questions I ask new clients in our initial interview.

Once you complete the front side, flip the sheet over and continue asking and answering your own questions. Your goal should be 50 questions minimum! The more you brainstorm, the more questions come to mind, and the clearer you see your business!

Check out my questionnaire. It’s Free!

 

Where We Talk About Women and the Difficulties of Self-Promotion

My cousin JerriLynn is an amazing woman. When we were both barely into our 20s, she was an audacious entrepreneur with her own whole foods store. Since then she’s succeeded in a variety of ventures, always with moxie and always with finesse. These days she’s in real estate and even though I’m a Great Lake away from her Lansing, Michigan market, I love following her work.

I’m bragging about my cousin because just about the time Lisa Kivirist and I were taping our In Her Boots episode on the difficulties women have promoting themselves, JerriLynn’s quarterly newsletter came in the mail. I was blown away by how skillfully she announced her latest achievements, all the while keeping to her genuine and unpretentious self (and anyone who’s met JerriLynn knows this is who she truly is).

No matter what industry you’re in, tooting one’s horn is a necessary component of running your own business. It’s marketing, after all. Interestingly, many women think of self-promotion as a necessary evil. Maybe you do too? I admit I have to push myself, but I’ve also learned ways to make advocating my work easier and more authentic.

So here’s our In Her Boots, episode 60. Lisa and I share great first steps for telling your story and effectively promoting what you do. Listen up and then share your own ideas!

Marketing Beyond Your Comfort Zone

Okay, we hear this all the time: life begins at the end of your comfort zone. Like when you explore places you’ve never been. Or hang a shingle for your own business. Or, in my case, do a podcast for some of the coolest ladies ever.

That was me recently when I was interviewed by Lisa Kivirist, host of the In Her Boots Podcast. This is a great series celebrating the collaborative spirit of women farmers and, yes, I was a bit outside my comfort zone (who doesn’t cringe at the sound of their own voice?). But Lisa is awesome and her talented son, audio engineer Liam Kivirist made me feel right at home. It was super fun.

Lisa and I talked marketing—specifically marketing for small farms and women farmers. Both entities are unique and often find marketing to be outside their comfort zone. For some it’s a time constraint, for others it’s not in their personal nature. We discussed how marketing overall has changed and how we can adapt these new strategies to better fit who we are.

Stay tuned in the weeks ahead for each of these episodes!

Speaking of small farms and women farmers—last week my husband and I explored the cranberry regions of western Wisconsin. Neither of us knew much about this industry and we found it fascinating. While touring the Wisconsin Cranberry Discovery Center, a great place to learn all things cranberry, we asked where we could buy fresh cranberries (certainly the one and only item not in this well-stocked gift shop). We were directed just up the road to Wetherby Cranberry Company (ahem, strategic marketing happening right there, folks).

Wetherby Cranberry Company has been in business since 1903. It’s been owned by Nodji Van Wychen’s family since 1972. They’re one of the few farms—or marshes, as cranberry growers call their land—that sell their product independently rather than through cooperative giants such as Ocean Spray. I’m in awe of how Nordji promotes her cranberries.

Guess what I’m serving for Thanksgiving this year!

Wetherby Cranberries, Warrens, WI