Today we would like to spotlight the winners of the Best of Show 2009 ‘Celebrate Excellence Contest’, Wade & Kim Kuiper of Kuipers’ Family Farm in Maple Park IL.
www.kuipersfamilyfarm.com
The Kuipers were recognized for both their printed brochure and specialty printed literature. Congratulations!!
1. What has been your biggest challenge when developing brochures?
We seemed to be faced with the same problem when it came to our brochures as we had for newspapers and other printed ads......how to tell them what we have without the "listing" I see occur so often.
www.kuipersfamilyfarm.com
The Kuipers were recognized for both their printed brochure and specialty printed literature. Congratulations!!
1. What has been your biggest challenge when developing brochures?
We seemed to be faced with the same problem when it came to our brochures as we had for newspapers and other printed ads......how to tell them what we have without the "listing" I see occur so often.
I felt this was especially important since we all offered many of the same activities so all our "lists" seemed to be the same! I also need the brochure and all our visual marketing materials so reflect our farm "brand" so that when our customers see an item they know right away it's from Kuipers just by the colors and style, like the McDonalds and Starbucks of the world do.
2. Do you use a professional design company? At what stage in your business did you hire a professional?
Back in about our third season we did contract with a professional advertising agency that did teach me the importance of branding our farm and making sure that everything we put out there from signs on the farm to printed materials all had the same basic look, a guideline I diligently follow today.
After that one year contract we also found that we were no where big enough to be able to afford that agency! I did however get to meet my current graphics designer thru that agency who continues to design everything from the farm signs to the doorhangers for me.
I'm sure by the time we open each fall he is ready to wring my neck but he is exceptional at taking the text and info I need a piece to say and designing the item to reflect our look, usually with a fresh new twist!
Believe it or not we do this all via email, I don't think I've seen him in person for a couple years! I would be happy to share his name and contact info with any member interested in his design talents.
3. Do you have any advice for those thinking of hiring out their designing process?
It's really important to concentrate on the tasks you're good at and to know when your over your head with something and you need to hire it done! In the struggle to save a buck on things I'm sure there are many times we've ended-up spending more doing it ourselves...and then usually redoing it it seems. Working with a graphic designer can be very cost effective in the overall picture!
4. Do you have a distribution strategy? How, where and when do you use brochures?
Frankly we seldom use our brochures nowadays. They seem to get sent out here and there and are distributed a nearby town's tourist info program.
Frankly we seldom use our brochures nowadays. They seem to get sent out here and there and are distributed a nearby town's tourist info program.
Our main printed advertisements are our doorhangers and our bookmarks. Last year was our fourth year that we hired a company from the Chicagoland area that blankets towns with teams of people that hang our doorhangers on front doors.
Towns are chosen by zip code. Last year we distributed 213,000 and once again got many returned to the farm for coupon redemption.
We also work with surrounding libraries which we supply with our bookmarks to be given out as rewards to kids that participate in their Summer Reading Programs. Like the doorhangers they also contain coupons to help us track whether people are really using them as intended.
5. How long have you been a NAFDMA member?
Our first NAFDMA experience was Boston (2005) and we've been hooked ever since!
Our first NAFDMA experience was Boston (2005) and we've been hooked ever since!
6. Why do you come to the NAFDMA convention?
Networking, new ideas, the opportunity to learn, encouragement, laughs, exploring new places, and fun! We think the bus tour is a must if you can only do one aspect of the convention.
Networking, new ideas, the opportunity to learn, encouragement, laughs, exploring new places, and fun! We think the bus tour is a must if you can only do one aspect of the convention.
7. Why would you encourage others to attend?
Seriously the information you come away with is invaluable! Especially the first couple years you attend, you have to whittle down your list of new ideas to something a bit more realistic to tackle in the upcoming year.
Seriously the information you come away with is invaluable! Especially the first couple years you attend, you have to whittle down your list of new ideas to something a bit more realistic to tackle in the upcoming year.
I keep categorized files of ideas collected each year and review them each winter when we are in the planning stages for the upcoming season. While I may not be able to implement an idea the year I got it on the NAFDMA tour, I often will pull the idea a year or two later and do it then.
Thank you Wade and Kim! We hope to see you in Lancaster in February 2010.
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