The connection to simpler times resonates with most everyone. This is why Dan & Debbie’s Creamery in Ely, Iowa, is bringing back the milkman.
As director of operations for the creamery, daughter Josie Rozum believes connecting with people on a personal level has been a key driver to the success of their marketing strategy.
Coining the slogan “spilled milk you’d cry over” to accompany their vintage-style logo and black-and-white imagery has solidified their brand by making it authentic and relatable to customers. Their community sees those words on the side of their classic white delivery truck as it drives down the road.
“Life is all hustle, and the simplicity brings people back to their roots,” Rozum says.
Odis E. Bigus began his “The Milkman and his Customer: A Cultivated Relationship” with the words, “America is a service society.” What was the secret behind the milkman’s success? According to Bigus, he had a “cultivated relationship” with his community which could be comparable with courting.
The milkman is back.
While online shopping is growing in popularity, the concept of local delivery is making a comeback. Seventy-seven percent of farms with direct sales sold their products directly to their consumers rather than through a retailer, according to USDA’s 2020 Local Food Marketing Practices Survey.
After Dan & Debbie’s grew the delivery service “people felt a connection to us as a family even more than our products,” Rozum says. “Over the last 3 years, customers have signed up for our weekly milk subscription and that day of the week has become their favorite day. It’s bringing back moments of their childhood. People are at the door waiting and greet us by name.”
How can you bring your farm brand to life with nostalgia?
Listen to your customers.
“I try to become a really good listener when I’m around my customers,” Rozum says. When you take the time to truly listen and lean into what customers are saying about your products and services, you will begin to find nuggets of marketing language that make your brand truly connect with those already talking about your brand.
“Monitoring Google or social media reviews, viewing your Facebook and Instagram comments, or looking at “stitches” to your videos on TikTok provide easy ways to monitor customer reactions to your brand online,” according to Alaina Boyd with University of Tennessee’s Center for Profitable Agriculture. This is also known as “Social listening.”
Tell stories that connect.
When looking for examples of using storytelling to connect, Alaina Boyd refers to the Paul Harvey Superbowl commercial that ran in 2013, “So God Made a Farmer”. “For many of us, that Superbowl commercial stopped us in our tracks. The weight of that story invoked a visceral emotional reaction in its intended audience,” she says.
What do you want your audience to feel when they connect with your farm? Dan & Debbie’s Creamery chooses to not only talk about their values through keywords but exemplify them in their customer experience.
Some of their language includes:
- Wholesome. The Creamery does not ding and dash’ when they deliver (like your Amazon driver). They make a point to thank each customer.
- The good old days. It doesn’t matter the age, anyone can enjoy dairy products.
“In terms of food and farming, consumers are questioning everything,” Rozum says. “The unique opportunity for farmers is the ability to share their why and potentially build a relationship with consumer.
Showcase your products in an authentic way.
Boyd suggests choosing packaging options that are reminiscent of vintage or antique containers. She adds, “This could also look like using retro typography or imagery on your packaging that plays on your customers’ sense of nostalgia.
Create nostalgic experiences.
Delivery service for Dan & Debbie’s Creamery is not necessarily a large moneymaker, but it is a proven brand builder. Experiences can come in the forms of events, customer touchpoints and even appealing to other senses – think about your own childhood favorites and how they smell and affect your taste buds.
Leverage social media.
To balance social media content, Boyd recommends utilizing the 80/20 rule “Around 80% of your content should strive to entertain, while the other 20% should focus on promoting your business or products.”
“Think about using content that your customers create and post too,” shares Sara Cornelisse, Extension Associate with Penn State University. “If someone takes a photo of a meal they made using your cheese or their group of friends enjoying an ice cream at your store and tags you, ask if you can share their photo or video from your account as well.”
Utilize social media as another way for customers to make “eye contact” with your farm
