Devices, apps help to make life easier for ag marketers

By MICHEL ELBEN
Staff Reporter

DOVER, Del. — Farmers are always looking for a new gadget to make business a little easier. For some, a smart phone may qualify.
“As of August 2011, 82.2 million people in U.S. use smart phones,” Shannon Dill, ag educator for Talbot County Cooperative Extension and Talbot County Extension Director, said at the Women in Ag Conference on Feb. 10.
“You can still do business and be on the combine,” Dill said. “You’re not just out working in the field anymore.”
Dill noted that while 64 percent of smart phone users have apps for games, a majority also uses them for weather, social networking, navigation and music.
“Some of these devices make it easier for consumers to know who you are, what you sell and where to find you,” she said.
Dill said the increase in smart phone use should encourage farmers to think about using mobile-optimized websites and e-newsletters.
“At least get your business registered on Goggle,” said Dill. “There has been a big change in accessing media, mostly through GPS.”
She suggested making it a goal to get farm stands and farmers’ markets listed in all location-based services.
“It enhances your community presence,” she said, adding that she keeps in touch with apps in her iPad and smart phone. “I can check out Farm Futures and DTN right from my phone,” she said.
Dill said she understands many people have trust issues with electronic devices.
“I haven’t put in my proprietary information yet,” said Dill. “And you do need to install a mobile security product.”
Major innovations in smart phones for the farm appear to be the QR reader and Square, Dill said.
QR codes are short for ‘quick response’ codes because a cell phone can read them quickly. They are used to take a piece of information from media and put it into a smart phone.
“If a smart phone reads your QR, it goes right to the website,” she said.
Once it is read, the QR gives details about that business (allowing users to search for nearby locations), or details about the item on which the QR code is embedded.
QR codes can store much more data, including URL links, geo coordinates, and text than a regular barcode.
The best part is that QR codes can be generated online and put on your signage for free, said Dill.
Many women in the group had tried Square, a credit card-processing company co-founded by Twitter inventor Jack Dorsey.
Square is primarily used through a small white plastic device, which plugs into the headphone jacks of mobile phones and tablets, to perform transactions.
The company, which makes its money by collecting transaction fees, has helped merchants process sales this year for $2 billion worth of goods and services.
“I’ve increased my revenue through Square,” said Jeanne Dietz–Bond, owner of Many Rocks Farm in Keedysville, Md. “They buy more because they can” with a credit card.
Square takes all major credit cards and charges 2.75 percent per swipe for all cards.
“It’s great for farmers’ markets,” said Dill. “As a consumer, I know I’m putting it into a safe link.”
Dietz-Bond said Square can hook into her iPad, and the card immediately goes through an approval process. The only drawback, she said, is that it has to have a wireless connection or ‘hot spot’ to work.
“All of this technology can work seamlessly for you,” said Jennie Schmidt, president of the Maryland Grape Growers Association.
Schmidt said the key was to build your own personal brand and tell your own experience.
“Don’t represent anybody but yourself,” she said.
While technology like Twitter can be a time sink, Schmidt spoke about “ag-voacy” and how to use social networking to your advantage.
“Gone are the days when you can ‘just farm’,” Schmidt said. “Share what you know.”
Schmidt volunteers for “Common Ground,” an organization that connects farmwomen to their communities to raise awareness about food production and farming methods.
When Schmidt uses Twitter, she uses filters to spread the message beyond her typical followers. She targets as many mothers, foodies, and nutrition-conscious readers as she can.
Farming “is more politicized here,” Schmidt said. “We’ve got to reach out as mothers and wives.”
For upcoming workshops on technology, visit www.mredc.umd.edu.