Marketing at Farmers Markets

Transcription

1 Marketing at Farmers Markets Presentation by Don Wambles, Director Alabama Farmers Market Authority

2 Opportunity Demand for fresh, locally grown products has reached an all time high and is still increasing

3 Marketing Begins with the customer and works backward to production As a grower you should determine: What buyers want How they want it When they want it

4 Consumers reasons for Attending Farmers Markets Freshness Quality Variety (they want to shop) Draw Crops Buying direct from the farmer Social atmosphere Availability of produce not often found in supermarket Pricing Bulk buying for preservation

5 Strategies Farmers Can Use to Increase Sales Product Selection Stall Merchandising Customer Satisfaction

6 Product Selection Product/crop selection and identify draw crops Seasonal extensions/late and early varieties Value added Specials, recognize regulars with farmers market dozen Don t t bring unless you can put your name on it

7 Variety Draw Crops Keep Busy

8 Stall Merchandising The display is what the customer sees first!! Showcase your product Convey a sense of pride in your product Appear ready for business

9 Display Keep display off the ground Prop baskets or boxes at a slant toward customers Give your display the illusion of abundance Make the product appear as though it is spilling out Switch to smaller containers as your stock decreases

10 Props Use tablecloths for a down-home appearance Layer display from the ground up onto your table Use bales of straw, crates or baskets as a shelf Lay boards across them to give a step appearance Use peach baskets, apple crates or wicker baskets as containers rather than cardboard boxes Salespersons appearance Farm and stall identity Sign with your farm name and logo Clearly visible from a distance Make sign from sturdy material Include descriptive phrases or words, such as locally grown, fresh from the farm or organic. Keep busy restock, rearrange no idle time

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12 Presentation Stall Identity Salesperson appearance

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15 Scale location Money box Table

16 Customer Satisfaction Customer Service Be ready on time-- --late vendors lose money Greet everyone Sampling, recipes, tastings for existing customers to buy more Acknowledge waiting customers and be aware of their time to transact Too busy? hire someone Recognize regulars, learn their names Effective salesmanship-- See you next week Continuity of salespersons No eating or smoking in stall -- You are on stage

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18 Help!

19 Strategies Markets Use to Increase Sales At the Market Effective marketing that knows farmers market customers Effective marketing that educates farmers market customers

20 At the Market Site dressing and presentation of the market Directional signs, on-site signs, flags and banners Music, entertainment Comfortable experience Layout and design Tighten the stall placements, no gaps Keep like products apart Single items vs. anchor stalls

21 Effective marketing that knows farmers market customers Advertising Clear message/theme Who, what, where, when, how.., Always include direct from.... Method to get further information Opening Day Marketing Plans that reflect customers needs

22 Effective marketing that educates farmers market customers Ads, postcards, press releases all the same theme Comparative tastings Fancy fruit Garden tomatoes Melon madness Cooking demonstrations Grill crazy Stir fry Soup

23 Guest Chef Program Recipes Ethnic/Cultural products Holidays Overabundance Extend shelf life Healthy Programs Farmers Market Nutrition Programs (FMNPs( FMNPs) 5 A Day fruit and vegetables

24 Awareness Programs Farm Day-support family farms Field trips for schools/seniors Special Events In the market: Harvest Festival, Watermelon Festival, Strawberry patch, Peach celebration Outside the market: mini-farmers market and co-promotions

25 Formula for Success Food Music Cooking Demo Something for free Something for children Overlapping activities

26 Farmers Market Authority Don Wambles, Director RSA Plaza Suite Washington Ave. Montgomery, Alabama (334)

27 Results of FMA Efforts More farmers are direct marketing New farmers markets (76) More people are shopping at farmers markets More people wanting fresh, local produce More market outlets for farmers Increased farmers incomes

28 If you re farming you may: be crazy, or have too much money, or be extremely bored, or you have trouble controlling your passions!

29 Key to Success Growers must put equal emphasis on marketing and production of their products!!!!

30 Marketing Opportunities Direct Markets Farmers Markets Farmers Market Nutrition Programs WIC Farmers Market Nutrition Programs Senior Farmers Market Nutrition Programs U-Pick Roadside Stands CSAs Ethnic Groups Restaurants, Universities, Country Clubs, Conference Centers, Medical Facilities etc. Plasticulture Greenhouse Production

31 2005 Farmers Markets

32 Recipients served 998 Farmers. 3 Recipients served.7,464 Farmers. 44 Recipients served.22,500 Farmers. 219 Recipients served 14,045 Farmers Recipients served 14,045 Farmers 338 Recipients served 27,113 Farmers 454 Recipients served 27,113 Farmers 545 Recipients served 32,032 Farmers 645

33 2001 Seniors Farmers Market Nutrition Pilot Program (SFMNPP) Recipients served..19,768 Farmers Recipients served.. 47,723 Farmers Recipients served..47,723 Farmers.. 1, Recipients served.57,500 Farmers.. 1,225 Recipients served..62,500 Farmers.. 1,100 Recipients served..62,500 Farmers.. 1,138

34 Buy Fresh, Buy Local Logo Signs Posters Market Fliers T-shirts Caps Tags Tote Bags Web site Print Ads Billboards Radio Cable TV Conferences, Workshops, State Fairs, etc.

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39 Items not often found in supermarket Strawberry bread Peach bread Blueberries Blackberries Flat peaches