Ronny Hermosa THE Fair Trade Video Guy
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Home / Digital Marketing

Digital Marketing

5 Most Common Marketing Mistakes and How to Fix them [SLIDES]


We were invited to speak at the Asia Fair Trade Summit 2016 in Bangkok in front of all the Asian members of WFTO. Our presentation was part of the brand value panel and we wanted it to be very hands on for companies to have something concrete to go home with. Ronny’s presentation was a collection of real life examples of things that the fair trade producing organizations were doing wrong with their marketing. After briefly presenting the 5 common marketing mistakes, Ronny spent most of his presentation giving tips on how to fix them. These 5 mistakes were: You don’t have an official Visual Identity Your Visuals are not Strengthening your Brand You don’t have a Social Media Plan Your Website is Outdated You don’t Leverage Storytelling If you wish to learn more about each of these topics, you can download a bibliography containing all the articles Ronny used to create his presentation. Here are all of Ronny’s slides (click one to open in a gallery):

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FAQ about the QR Code Videos


How do you know people will scan the QR codes? While there is no absolute guarantee that people will scan the QR codes, our research on whether they would be an interesting marketing tool look pretty promising. For example, US based Marketing Agency MGH has published a research called “QR code usage and interest survey”. The survey was conducted among 415 smartphone users and shows that: 65% of respondents answered “yes” to the question: “Have you ever seen a QR code before?” 56% of respondents who had seen a QR code before have seen it on a product 49% of respondents who had seen a QR code before have used one To the question “Would you be interested in using a QR code, either for the first time or again?”, 70% of respondents answered “yes”, only 9% answered “No” and 23% answered “I don’t know” To the question “What have you used a QR code for?”, respondents answered: To get a discount, a coupon or a deal (53%) To access additional information (52%) To access a video (24%) Access the whole survey here We also have conducted our own survey (with our limited means), we asked : “If your favorite fair trade product had a QR Code on its packaging that could connect you to a short video telling the producer’s story, would you take 2 minutes to scan it and watch the video?” We received 60 answers: 50 said: Yes this sounds like a great idea 7 said: No, I’m not interested 3 said: I don’t know what a QR code is Source: Fair Trade Connection Survey on Facebook How will you cover all the fair trade products, there are too many? Our idea is not to cover each and every product sold by WFTO members – that would be an impossible task – but rather to create at least 1 video per producer member and ideally 1 video …

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Digital Marketing Training

Digital-Marketing-Trainings by fair trade connection

IMPROVE THE WAY YOU COMMUNICATE ONLINE Social Media has taken the world by storm and become an integrated part of the way we communicate in both our personal lives and in business. Social media is a low cost, effective way to increase the global reach and success of your company. Unfortunately, after working with a myriad of fair trade companies, it’s clear that social media marketing and visual design are not meeting the global standard in the fair trade sector. Together, we can transform this by taking your digital marketing to a professional level that creates impact and gets people talking about your business. OUR EXPERIENCE We’re active and experienced in the field of digital marketing and visual design. Our social media mix includes a blog, YouTube, Facebook, Flickr, Instagram and Twitter. Our goals are to reach out to more people with our fair trade stories, drive more traffic to our website and generate more business opportunities across the globe. This 4-year-experience has been very interesting and today we would like to share what we have learned with you. TRAINING NGO’S AROUND THE WORLD We’ve been busy facilitating digital marketing trainings for different fair trade companies and NGO’s, achieving encouraging results in more than 10 countries. During these trainings, we help you develop an online marketing strategy and use Facebook, YouTube, Twitter and the newest platforms to promote your organization. You can listen to some of our customers testimonials here. THE FAIR TRADE & SOCIAL MEDIA REPORT In 2013 we conducted a research on the use of social media by 42 fair trade companies. You can freely download our REPORT HERE which also includes some insider tips to improve your social media strategy. We’ve designed 8 modules covering different areas of digital marketing (average of 2,5 hours each) from which you can choose to create your customized training.   01. Visual Design Workshop This module focuses on building or giving a facelift to your company’s visual identity. Here is what we’ll cover: Why is Visual Design so important? Tips to create high quality …

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What to post on your Facebook Page?

CIAP photo by Fair Trade Connection

I’m often asked this question during our Digital Marketing workshops, so with this post I’ve decided to share some of the visual content that has been posted on FTC’s Facebook page. This is of course not exhaustive, it is just our modest attempt to look good and publish regular content featuring the fair trade people we met on the road. There is no limit to what you can create and post on social media, be bold, be creative, be YOU!

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Your website hurt my eyes: 5 free and easy tools to help with visual design

Business woman with tired eyes and stress

Let’s not beat around the bush, most of the fair trade producers’ organizations I visit have a problem with their website. I’m not saying that it’s not interesting, or that it doesn’t contain the necessary information… I’m just saying it’s plain ugly! And most of them agree with me. So I started to ask myself why these fair trade businesses (that develop and export good looking products on the other hand) struggle so much with web design and visual communication in general? Early in my analysis I noticed a clear difference between “Northern” (retailers, fair trade federations and NGO’s) and “Southern” organizations in terms of design. Much more importance is given to visual communication in the North and as a result their website but also business cards, Facebook pages and print materials seems to be more “professional”. Southern organizations also seem to invest less time and resources in marketing and visual design, it is simply not a priority for them. One of Fair Trade Connection’s mission is to help fair trade producers gain more visibility. We of course do that through our core business of producing videos but since we encountered so many organizations that were struggling with their brand image and visual communication, we’ve developed social media and visual design trainings that we propose along the way. These 5 free tools have been borrowed from our training on visual design. 1/ ColorLovers From all the tools, this one is my favorite. ColorLovers is a website that focuses on colors…as you might have guessed already. Their main feature is their palette library. A palette is a selection of colors that match well together. Usually palettes display from 3 to 5 different colors. The awesome thing about this website is that it gives you the HEX and RGB references so that you can reproduce the exact color you are seeing in photoshop or similar softwares. Just copy the HEX number of …

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Social Media and Fair Trade Industry Report

Fair-Trade-&-Social-Media by Fair Trade Connection

We have surveyed 42 fair trade companies from 3 continents with the goal of understanding how they are using social media to grow and promote their businesses. Here is what you will discover in the full report (available in our shop): Top 10 objectives companies are trying to achieve with social media This section reveals all the major advantages marketers are achieving with their social media efforts. We have established a ranking according to their importance to the companies. Top 5 social media platforms used by fair trade companies Discover which tools marketers are using, for how long they have been using them and if Northern and Southern companies use the same mix of platforms. The different strategies developed by the companies After verifying how many companies actually had a social media strategy, we analyzed into more details where these companies focused their strategic efforts. The time commitment We examined the weekly hours marketers invest in their social media efforts. This analysis will be helpful for marketers just getting started or those seeking support staff. How much money fair trade companies invest in Social Media Find out what percentage of their marketing budget companies are investing in Social Media. Is this number consistent with the amount of importance companies give to social media? The major problems marketers are facing We made a list of the major problems encountered on social networks ranked by importance. This will help you realize where additional resources could be invested in order to better perform on social platforms. Use our conclusions and recommendations to improve your social media strategy or discover how other fair traders are dealing with social media  throughout 17 graphs and detailed statistics.  

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The Revolution Fair Trade Needs

QR code fair trade by fair trade connection

We have always believed in the benefits of fair trade for marginalized producers and were strong supporters of the movement even before starting Fair Trade Connection. Being on the road for so long and meeting so many of them has just confirmed our initial feeling that fair trade contributes to lifting small producers out of poverty and gives them more control over their lives. We have been to the villages, talked to the artisans, shared meals with their families, visited their houses and spent hundreds of hours getting to know them. What comes out is a huge collection of testimonies all pointing out to the same reality: fair trade products are made with love and the income that they generate do create better lives. Our job now is to tell you these stories, so that just like us, you can realize that fair trade does make a difference. Fair Trade and Social Media Most Western fair trade organizations (retailers and labeling organizations) have already adopted Social Media and use them as part of their marketing efforts to different extents. Social Media is now the name of the game, even for fair trade. Organizations share all kinds of content on different Social Media platforms. Many of them provide information about the products they sell, raise awareness through advocacy campaigns, communicate about events that they organize and so on. We believe that the positive growth of fair trade sales (12% increase since 2010 according to Fairtrade International) could be, at least partially, explained by the ever growing use of social media to promote the movement. We see in social media the perfect tool for further connecting producers and consumers. One tool in particular caught our attention… QR Codes If you’ve been in a public space in the last year or two, you’ve probably seen a QR (Quick Response) code —a small, square two-dimensional barcode that looks a bit like a miniature chess …

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Fair Trade and Social Media: Watch & Learn 01 [@FairtradeUK]


The more producers’ organizations we meet on the road, the more we understand the importance of Social Media as a way to promote your fair trade business. Indeed, Social Media is a great way to engage with potential new customers, give more information about your social project and products, but it is also very useful to keep an eye on market trends and latest fashions. About half the fair trade organizations we visited in Asia were already active on Facebook, Twitter or YouTube, the other half seemed really enthusiastic about getting started. Fair Trade Connection is all about connecting fair trade producers with consumers so we quickly understood that in order to do so, we needed to train the non-initiated so that they too could leverage the potential of Social Media Marketing. The “Watch & Learn” series is a collection of Social Media best practices in the fair trade industry that we gathered and analyzed for you. This 1st post will be analyzing the videos of the amazing “Take a step for Fairtrade” campaign by the Fairtrade Foundation. The @FairtradeUK in the title of this post is their Twitter name, so go ahead and follow them if you want. Let’s jump to the heart of this campaign and start with the presentation video: 1/ The Campaign presentation Video httpv:// What we liked: Strong Corporate Identity: the Fairtrade Foundation really does a good job being consistant with the look and feel of their messages. One should establish a corporate document stating which typography and fonts, colors and shades, logotypes and declinaison logos your company will be using to comunicate. And most importantly stick to it! Appropriate Music: the rythm of the video is given by the music. See how the text is synchronized with the music. Sync your visuals with the music to create greater impact on your viewers. Proper use of Sound Effects: the additional sound effects helps the viewer …

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Inside ThaiCraft’s Communication department


During one of our recent trips to Thailand we stopped by Bangkok and attended one of the well known ThaiCraft Fair Trade Fairs. These fairs are organized on a regular basis in the Sukhumvit area, a very dynamic commercial center in the Thai capital. There we met Peng and Mynt, two very professional young ladies in charge of ThaiCraft communication department. We ceased this opportunity to ask them a few question about their social media marketing. Ronny (FTC): What kind of content do you post on Facebook and Twitter? Mynt (ThaiCraft): Mostly it is about our activities and pictures from the fairs, to attract more people to the fairs. But we also use these new medias to spread the news about punctual actions or events. Like during the floods in 2011. We wanted to support our artisan members who were affected by the floods so we spread the news on Facebook and were able to provide them with food and blankets during these difficult times. Some areas were severely affected, to the point that the handicraft production had to stop which means that many people were left without an income. We decided to undertake these actions to support them. Ronny (FTC): Does ThaiCraft also have a blog? Peng (ThaiCraft): No, only our website. But we should have one. It’s in our future plans. We would like to either create a blog or develop our website to tell more about the artisans’ stories, we are working on it. Ronny (FTC): How would you like to tell the stories of your producers? Peng (ThaiCraft): We would like our product tags to tell the story. Maybe with a QR code system that the customers could scan at the fairs and directly get the information on the people who made the products. Ronny (FTC): So the QR code would link to a web page or a video? Peng (ThaiCraft): Yes maybe a web page, …

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Why you MUST use social media for your business

social media is a must

Did you know that over 50% of the world population is under 30 years old? That YouTube is the 2nd largest search engine in the world? or that 90% of consumers trust peer recommendations when only 14% trust advertisements? This is only 3 stats, I could go on for pages. The Internet is filled with social media statistics, all more impressive than the others. They are all pointing towards the same direction: social media is not an option for promoting your business, it is a MUST. For those of you not yet convinced of that, here is a selection of 3 videos showing facts and figures about the social media revolution. httpv:// httpv:// httpv:// Don’t wait any longer, get on the boat! If you don’t know where to start from, you could try this link.

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