Part 1 of 2: Laying the Groundwork for Successful Visual Merchandising Online
As more and more farms make the leap to online shops and marketplaces to seek new customers and compete in an increasingly global marketplace, it is important to consider your online presence. At a farm event or open house, you may be able to rely on your alpacas to help “seal the deal” while visitors touch and try on products. How can you capture the same success in the digital world? That is where visual merchandising and photography come in!
Regardless of where you sell online, it is imperative that you consider the way you present products visually through product styling and photography to best reach your target audience.
1. Your Brand is the Foundation
Before you even think about photographing your products and posting them on your website or social media, stop and think: what story am I telling with my business and who do I want to tell it to? A simple way to begin establishing a brand is to think of three adjectives to describe your business and the way you want to be seen by online visitors. Perhaps you visualize your company as homegrown, sustainable, and heirloom. Another farm selling the same products might prefer to be viewed as elegant, high-end, and chic. These three simple words can serve as a framework for your visual marketing. If you translate these words into your marketing and product postings through product styling and photography, you will set the mood and attract shoppers who identify with your brand!
These two photographs are styled and shot quite differently. Which one would work better for your brand?
2. What Stories do your Products Tell?
As you establish a cohesive identity for your business and identify your target audience, think about the products you are selling. While you know the products are great, you need to find a way to help your online customers understand how the products might fit into their lives. This is even more important when they can’t see them in person! Before you begin posing and photographing products, think about how the products can grab your customer using imagery alone.
One of the easiest ways is to tap into the question: “what is it made of?” If you’re selling U.S. alpaca products, a photograph of the product next to processed alpaca fiber serves to connect the products to their origin: the alpacas themselves! Another method is to suggest where or how your potential customers might use their products. Perhaps you are hoping to target the hunting and fishing market with your BOLD Orange Watch Caps and Camo Hunting Masks. What better way to do so than by showing a hunter or fisherman outdoors wearing the product with his or her gear? Recently, we spotlighted our Fleck Beanie as a lightweight, versatile hat that was perfect for chilly fall mornings on the water.
3. Styling your Products
This takes us to styling the products for photographing. Always keep in mind that the product is what you are selling. While props certainly add interest to your product photos, they should never distract or take away from what is most important! When you add props to your photographs, experiment with different techniques to create interest and increase understanding:
Take a look at the photograph we recently took to spotlight our Cozy Baby Blanket:
When we styled this photo we wanted to show our potential customers (and yours too!) how you can utilize our product while also highlighting the Cozy Baby Blanket’s wonderfully soft alpaca fiber. What better way than to illustrate someone thoughtfully packing it as a gift for a baby shower?
The gentle hands suggest the delicate nature of the fiber, which, when pictured with the alpaca toy on the left, connect the viewer to the blanket’s animal origins. The stork illustrated on the card on the left confirms that this blanket is meant for a baby. The overall composition is suggestive of a pyramid, with the white box serving as the pinnacle of the pyramid and the other objects expanding diagonally, making the pyramid’s base. During placement, objects (such as the alpaca toy, tape, and scissors) were grouped and layered to create more depth and visual interest. While we took a number of photographs, the one we chose to highlight captures our Cozy Baby Blanket perfectly!
Start brainstorming about your brand, the stories you want to tell, and the styling you will use to help share it in order to grow your online business this year!
In Part 2 we will discuss the more technical aspects of product photography: the photography itself, and editing your photographs!
Believe it or not 2018 is winding down and the Holidays are just around the corner.
Here is all the most important info needed to plan ahead for those last minute orders!
NEAFP will be closed for our annual Holiday break Monday Dec. 24th through Wednesday December 26th.
We will be back to work Thursday December 27th.
Our last shipping day before our Holiday break is Friday December 21st!
Any order that needs to ship out that day needs to be placed by 8am Friday morning to ensure shipment.
Through the holiday season, we recommend choosing UPS Ground or better for all your time sensitive orders. USPS starts to slow down in certain parts of the country and timely delivery is not guaranteed.
We want to wish you all a Happy Thanksgiving!
We hope you all have a relaxing holiday surrounded by friends and family.
NEAFP will be closed for Thanksgiving Thursday Nov. 22nd and Friday Nov. 23rd. All orders and support coming in during this time will begin shipping out on Monday Nov. 26th.
Our BACKPACA Sock is a lightweight hiker sock designed for you to forget it's even on while you march through the wilderness or dance the night away. Terry loop construction along the sole of the foot provides cushion, padding, and comfort where it's most needed. The ribbed knit along the top of the foot and up the calf allow for increased breathability and moisture wicking. Dense knit construction along with arch and ankle support bands keep the sock tightly in place throughout the day without bunching, slipping, or blisters on the trail.
NOTE: NEAFP will be closed for Thanksgiving Thursday Nov. 22nd and Friday Nov. 23rd. All orders placed during this time will begin shipping Monday in the order they were placed.
Our goal is to stay as close to our normal 1 business day turn around time (for in stock items that meet requirements) for the rest of the year.
Note: Customized Laser Engrave items enter into a 3-5 day queue
We get particularly backed up each Sunday/Monday as people restock from events over the weekend. For time sensitive orders, it's very important to get them in as early on Sunday as possible to get in the Monday ship queue!
Orders placed Friday afternoon through Sunday by 10pm ship on following Monday. Orders placed Sunday night after 10pm through Tuesday @ 10am EST are shipped on Tuesday/Wednesday the latest.
We will keep everyone updated on our shipping time tables in the Shopping Cart Notification box:
We are very excited to launch 2 new Gift & Accessory items right before the Holiday season gets into full swing. We've taken our MANDALA Love Alpaca design and our Mother Nature's Finest Fiber - USA Alpaca logo and created some wonderful large shoulder totes. These heavyweight, 10oz natural cotton canvas tote bags are generously sized to handle whatever you want to throw in them. They are a great quality product that will give your customer's years of utility while showcasing their love for all things U.S. alpaca to the world! These totes are cut, sewn, and screen printed right here in New England!
Purchase 1 as a gift to yourself or take advantage of our
quantity discounts and begin offering these at your next market!
Dimensions: 18”w x 14.5”h x 3”g
Material: 100% Natural Cotton, 10oz Heavy Weight Canvas
Designed by NEAFP
Cut, Sewn, and Printed in New England, USA
Over the last four years NEAFP has begun working with natural fiber cooperatives, regional breed organizations, and individual farms to create unique, locally grown finished products. Locally sourced products have been trending in the food movement for 15+ years and the buzz is moving towards natural fiber clothing and accessories. We are excited to share our two most recent projects!
Working with the New England Alpaca Owners & Breeders Association (NEAOBA) for the 2nd year in a row, we’ve collaborated to produce the NEAOBA Alpaca Sock. This exclusive alpaca sock is made out of fiber grown on New England based farms and manufactured in the United States.
The breed organization facilitates the collection of fiber and we oversee taking that raw fiber out of the field and moving it together through our alpaca supply chain. By working together the regional breed organization is able to offer their members an exclusive product made using their fiber along side neighboring farms, making it a regionally based product.
Regional breed organizations are able to easily meet our custom production run minimums by working together with their member base but large farms (or small groups of farms) are also able to gain access to this program.
Morning Beckons Alpaca Farm wanted to create a sock exclusively made from fiber grown on their farm. By meeting our custom manufacturing run minimum of like grade (blended colors), we were able to produce a Morning Beckons Alpaca Sock made with fiber exclusively grown on their farm. Leveraging our supply chain, they are able to offer a truly locally grown alpaca product to their community.
In 2019 we plan on opening up a few more production slots for more regionally grown homegrown projects so if you or your regional breed organization is interested be sure to reach out.
Feel free to download this graphic and post it to your website, blog, or any social media platform to help promote your products and business.
We've also posted it to the NEAFP Facebook, feel free to share it to your page from there!
We are very excited to share with you the launch of our Customer Loyalty program. Over the years alpaca farms across the country have embraced the fiber side of their business and through hard work and a true grass roots effort have successfully made their farm that much more successful and sustainable.
It's truly been inspiring to watch over the last two decades farms continue to grow their business year after year.
Without leaders like you, the U.S. Alpaca Fiber industry wouldn't be where it is today and have so much potential moving forward.
We appreciate your continued support. This program is our way of rewarding your hardwork and commitment to success.
Reward tiers are calculated every few weeks and are based on sales history over the previous 365 days from calculation date.
The Showtacular Alpaca Show in Syracuse, NY is just 2 short weeks away.
November 8th - 11th, 2018
We are looking forward to showcasing all of our products released over the last year. If the stars align, we will also have some brand new product debuts at the show!
Our Cozy Baby Blanket was first introduced at the end of 2017 and has become a big hit in short order. This blanket showcases some of the softest alpaca fiber grown across the country and is utilized in an heirloom quality cable knit pattern. Soft, warm, and as cozy as the alpaca themselves - perfect to wrap a precious little one up in as they fall asleep dreaming of pronking crias.
Alpaca fiber’s natural thermal characteristics, breathability, and moisture wicking properties all lend a helping hand in keeping your snoozing little one safe and sound in dream land. Perfectly sized for baby and available in three stunning natural colors: Dark Fawn, Brown, & White.
In a world filled with imported, low quality gifts this Cozy Baby Blanket is sure to stand out in a crowd and be truly appreciated for years to come. If your customers are looking for unique, one of a kind, quality items that have a backstory that feels as good as the item itself, then this is a must have in your farm store!
The leaves are falling and days growing shorter, now is the time to start promoting your U.S. Alpaca wares to jump off the busy season!
Feel free to download this graphic and post it to your website, blog, or any social media platform to help promote your products and business for Halloween.
We've also posted it to the NEAFP Facebook, feel free to share it to your page from there!
As Fall begins to set in across the country we couldn’t think of a more fitting item to showcase in this month’s product spotlight, our Alpaca Fleck Beanie.
Our Alpaca Fleck Beanie was first released in 2017 and is knit using our SURI Alpaca blend yarn with stylish colored accents made with bamboo. This unlined beanie showcases Suri Alpaca’s silky smooth feel next to skin while possessing some great natural qualities, perfect for when the seasons start to grow colder.
Alpaca Fiber is naturally moisture wicking. It helps regulate your comfort by absorbing moisture from your skin and moving it away from your body to evaporate on the outer layer of the hat. Alpaca is also naturally anti-microbial, resistant to microbes and bacteria that cause odor from body sweat. The Fleck Beanie also regulates your body temperature the same whether it’s dry or wet, keeping you comfortable no matter what adventure you are on in the great outdoors.
If you are looking for a lightweight alpaca beanie that will keep you as comfy as it is stylish, then this is the hat for you!
National Alpaca Farm Days are just around the corner! If you need to round out your inventory, now is the time to get that last minute order in.
Orders of in stock items that meet their requirements are currently shipping within 1 business day.
For all time sensitive orders, we recommend using UPS Ground or better.
We are excited to introduce our new Basketweave Suri Scarf. Since our Basketweave Infinity Scarf's launch we've had many requests for the same scarf, just in a more unisex style and here it is!
Our new Basketweave Suri Scarf is made with a new and improved U.S. Suri Alpaca blend yarn. It features the same timeless Basketweave knit design as our Infinity, but in a unisex style. The combination of the knit pattern and the yarn used creates a scarf with a dynamic texture while being soft and luxurious to the touch. Silky, Lightweight, and Comfortable.
Produced in a natural Espresso Brown color.
“If you build it, they will come (if they know about it!)”
- Field of Dreams/Sean Riley
Event planning on the Farm can take on a life of its own but it’s important to put just as much effort into marketing as you do planning and preparing for it. After all - if a tree falls in the forest and there isn't anyone there to hear it, does it actually make a sound?
In this case - the barnyards are clean, the alpaca products are priced, the alpaca selfie booth is setup and the free popcorn is popping - but if there isn’t anyone there to appreciate it, does it actually make an impact on your business? The answer is NO.
With the growth in web and social media advertising over the last 10 years - many are quick to focus solely on these forms of new, hip outreach methods. Although they can certainly help you promote your farm, business, and finished products - sometimes they fall short when advertising events in “meatspace.”
Here are some tried and true “Old School” methods of helping spread the word about your upcoming Farm Event or Open House!
USPS Every Door Direct Mailing - Sending out event postcards using USPS’s services to your neighborhood and beyond is a great, cost effective way to ensure your neighbors and friends know about your upcoming alpaca event. Target your entire town, zip code, or even specific mailing routes to pinpoint your target audience.
Event Flyers @ Local Businesses - Talk to your local businesses and community centers that reach a similar audience to your target demographics. Event Flyers displayed at businesses with solid foot traffic are a great way to get the word out - just be sure to include a big beautiful photo of your cutest alpacas to make it irresistible! Think breweries, breakfast places, fast casual lunch spots, coffee shops, your favorite bar, the local YMCA, youth center, or place of worship.
Co-Marketing with other Vendors - Bringing in other local vendors with similar, non competing products is a great way to help spread the word about your upcoming event. Established vendors will promote to their customer bases and audience to help bring foot traffic. They also will round out the offerings available at the farm event, making people feel it’s something that can’t be missed! You already have your favorite vendor friends that you see each week at the pop up markets - invite them to vend along side the alpacas on the farm!
Signs - You found out about neighbor Tom’s recent Yard Sale by seeing his handwritten sign posted up, now let Tom know about your alpaca event by utilizing the same method. Take it to next level by putting together a large poster or lawn sign and having them printed. Make sure it’s readable from a distance, has the most important information on it, and include your alpacas for their brand recognition.
Radio Ads - Radio Ads are often an overlooked “oldschool” form of advertising that in recent years has become more affordable and surprisingly effective, especially in more rural parts of the country. Contact your local radio stations that resonate with your audience to learn about what they offer and their pricing structure.
Local Media / Newspaper Articles - Many local media outlets and newspapers are always looking for fun upcoming events they can share with their audience, especially a family friendly event like an Open House on the Alpaca Farm. Put together a quick press release with all the most important information and reach out to your local media outlets, many of which will display your event free of charge in their Upcoming Events section. This may even lead to local news coverage coming out and showcasing your event which can result in a huge influx of visitors!
Word of Mouth - Your best, most loyal customers are your greatest resource in helping to spread the word about an upcoming event. Use your email list and social media posts to let your biggest fans know what’s going on at the farm. You can also offer a small incentive for people to bring their friends and family: Bring a friend and get entered into our Alpaca Sock Raffle Giveaway!
As with any form of advertising, be sure to ask your visitors how they heard
about the event! With so many different avenues available to reach your audience, it's more
important than ever to have your finger on the pulse of what works and what doesn't. You
want each dollar spent in advertising to give your business the very best bang for your buck!
NEAFP will be closed Monday September 3rd and back in the saddle on Tuesday.
We hope you all have a safe and relaxing long weekend, Thank you!
We are excited to officially announce a brand new Bulky Weight Knitter's Yarn! This new yarn is made from 100% all Natural fibers - all grown by U.S. farms!
This new All Natural Bulky Weight Knitter's Yarn is made using U.S. Grown Alpaca blended with U.S. Merino Wool. It's soft, warm, and cozy and the bulky sized yarn is great for your quick knitting projects!
After sharing with our knitting friends for test projects, the comments are: Buttery Soft, Smooth, Consistent, Bright, & great for finishing up a pattern fast.
Skeins are 3.5 oz and approximately 105-110 yards each. This yarn is a 3 ply, giving it strength and consistency making it versatile for a wide range of knitting projects.
Contents: 70% US Alpaca, 30% US Merino
Needle Size: 9-11