Effective marketing Strategies

Transcription

1 Effective marketing Strategies for small farms and farmers market vendors Eric Barrett Ohio State University Extension marketing anything you do that increases the perceived value of your product and I mean everything greeting at farmers market name tags dress how the display looks presentation of product what do consumers want? facts & figures very helpful, scientific info 2-3 years behind (takes so long to do research) trends take a little practice to anticipate usually follow certain industries like fashion, décor, automobiles understand trends not just numbers what do consumers want? being close to their food 76 million baby boomers (their 71 million off spring millenials ) lifestyle market (feeling!) sidewalks are making a comeback! experience vs. product fulfillment vs. job specialized vs. commoditized main street complexes vs. malls neighborhoods vs. developments how do we get the to pay? the experience economy give them local foods tell them about healthfulness! make it part of their shopping habit make it an experience more than a product beyond customer service demonstrations experts destination the place to go perceived value knowing & communicating with customers 1

2 progression of economic value steps to more $$ at farmers markets experience service good Starbucks McDonalds Supermarket $2+/cup $1+/cup $50+++/lb. $25+/lb. $6/lb. branding logo and print materials vendor display beyond the market commodity Grower $1/lb. If Starbucks isn t afraid to charge for the experience why are we? mission step 1 build a brand I cannot help you unless I know why you are in business you cannot improve or market your business properly unless you have a written mission vendor members can market for you and tell your story better when they know your mission so - why do you exist? why are they using branding? in the top five industries - film, beverage, detergents, health/ beauty and cosmetics - virtually all consumers - some 89 to 96 percent - have a brand preference. Simple is always better! 2

3 why are they using branding? Pablov + Branding changes human behavior Own a neuron in their brain! what does every 2-year old do when they see the golden arches? Image and Branding branding creates predictability image is indeed everything! what is a real farm in the public eye? branding is a successful relationship with the public are you rustic split rail, colonial picket, or Kentucky style white-board fences? tell your story take home notes -why are you in business? -how are you unique? -what values make sense? -how can I relate? 3

4 designing your logo step 2 logo & print creating a personality values simple adaptable remember remember the font do not use other fonts Shultz s Sheep Shultz Sheep Farm Bill s Best Are these all the same farm?lambs Maybe they are just all related and have lambs? Everyone in the family or in the business MUST be saying the same name. Repetition creates the brand. logos logo is the beginning of branding consistent logo logo everywhere and every place demand it be correct in any ads or materials that someone else makes the name with the brand create awareness use/change tag lines to reinforce image Every calf in the old west use your logo guidelines for printed materials clothing tent frame signage truck magnet apron On printed materials pricing signs newsletters business cards stickers business cards just about anywhere ALL CAPS ARE BAD can you read it? arial is great! italics mixingfonts NO, no! j u s t i f i c a t i o n n o, n o! keep it short use of photos 4

5 web presence rack cards 1/3 page, vertical simple, map listings everywhere you can get them (helps with rankings on search engines) tourism bureau chambers of commerce links cooperation! take home notes -we need to get a logo -use the same logo, same font -what s the story to use w/logo? -where can we put the logo? -what kind of materials make sense? -help your farmers market do press releases! step 3: vendor display Positive, not negative Cardboard can be nice sometimes 5

6 A review of booths at a farmers market. Be creative Be positive Encourage activity enough? Better! This vendor really stepped it up in a hurry. Great apparel. Nice sign of products at eye level. Samples being given. What an improvement! Be memorable. Have an interesting name. Make your display inviting. Give samples. This group really tried, but the selection of table cloth was too busy. The table is too small to show off products. Active? Stand up, shake hands and be active. This will entice customers to come look and hopefully buy. 6

7 Who is this? They should have a sign with their farm name, flower names, prices, etc. cool? Very cool. Great display. Inviting. Colorful. Well done. too plain! Be sure you look different from others selling the same thing! What is she selling? Her shirt is screaming tickets to the game or raising money for the team. Apparel is too often overlooked by vendors. Don t wear someone else s logo! take home notes -how can I do a simple display? -what kind of signage? -what products to grow? -what do people think of my display? step 4 beyond farmers markets 7

8 Focus: Locally Grown! What does organic mean these days? How does organic food get to the grocery separate from conventionally grown? Does it matter? service groups boomers? Your farm should be out talking about locally grown foods, your offerings, off season sales and more! Visit with: chamber garden clubs ladies auxiliary moms clubs and more! again like customers off season promotion live audience (a parade!) sense of giving them something (hand out product, snack, etc) chefs May not always buy your product But, a special would be great Maybe they ll do a dish with your product on the local TV station? Make connections! take home notes -how am I different? -how am I convenient? -what makes them come back? -how does the community relate? Eric Barrett barrett.90@osu.edu OSU Direct Marketing Team Julie Fox, fox.264@osu.edu The Ohio State University South Centers 1864 Shyville Road, Piketon, OH Tel: or Fax: