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To Market We Go!. A crash course in successful marketing for New York State Farmers Market Managers. To Market We Go!. Who are we? Why are we here? WIIFM? (What’s In It For Me?). After our session today you’ll be able to:. Understand and perhaps update your market’s brand

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To market we go

To Market We Go!

A crash course in successful marketing

for New York State

Farmers Market Managers


To market we go1

To Market We Go!

Who are we?

Why are we here?

WIIFM? (What’s In It For Me?)


After our session today you ll be able to

After our session today you’ll be able to:


Understand and perhaps update your market’s brand

Develop and implement a marketing plan for your

farmers market

Increase the amount of visitors to your market

Raise the perception of your farmers market in your community

Educate your community about your farmers market

Impress friends by throwing around terms like “demographic market analysis” and “brand equity”



So what s marketing

So what’s marketing?



What is a brand

What is a Brand? 

Effective communication revolves around a strong, RECOGNIZABLE consistent brand.

Before we get into a marketing plan, we need to talk branding.


A brand is composed of the following elements

A brand is composed of the following elements:

brand name

logo

tagline

typography

colors

attitude/voice



Who s a brand whiz

Who’s a Brand Whiz?

Let’s test our logo recall.


Why is branding so important

Why is Branding so important?

 Increased revenues

Decreased price sensitivity

Increased customer loyalty

Additional leverage over competitors

Increased ability to inspire activity

Ability to attract and retain high

quality employees



Branding rules

Branding Rules

Be Unique.

2) Think Long Term.

3) Be Consistent.



Brand equity

Brand Equity

Every Brand Exposure Will Either Raise or Lower Someone’s Perception of Your Market


Marketing plan

Marketing Plan

Demographic Analysis and SWOT 

Objective

Message

Tactics

Implementation

Measurement


Demographic analysis

Demographic Analysis

Who is our target audience?


Swot analysis

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats


We did a general SWOT on a typical market:

Strengths

Centrally located in downtown/civic areas

An “experience” of leisure and pleasure

Weaknesses

Not open every day

Perception of high cost expensive, processed food


Opportunities

Organic and local eating is “hot” right now

New programs like the EBT/Credit/Debit make markets even more appealing and convenient

Threats

Supermarkets are beginning to ramp up their produce sections and create relationships with local farmers

The economy is forcing some people to look for less


Breakout session

Breakout Session

Let’s SWOT it out…



Features v benefits

Features v. Benefits.

In Marketing, Always Talk Benefits. Never Features. It’s all about WIIFM.


Taking it to your market1

Taking it to Your Market

You say feature, we say benefit!

Feature! Benefit!


Deliver your message through tactics

Deliver Your Message Through Tactics


Marketing tactics involve two stages

Marketing tactics involve two stages.

Developing marketing materials and programs.

Deciding what media to communicate through.


Marketing Materials and Programs – Internally Controlled Communication Platforms

Brochures

Stationery (Letterhead, Business Cards)

Signage

*Website

**Newsletter

***Customer Loyalty Program


Media – Externally Controlled Communication Platforms

Communication Platforms

Traditional Media: Radio, TV, Billboard, Print

Interactive Media: Blogs, Websites, Email Newsletters

Social Media: Myspace, Facebook, LinkedIn

Non-Traditional Media: Community Billboards, Sidewalk Chalk Art


Marketing materials matter

Marketing Materials Matter Communication Platforms

Most Important Marketing Material Today: Your Website!

Also Important: Newsletter

Loyalty Program


Now let s talk about media

Now, Let’s Talk About Media… Communication Platforms

According to research, the average American is exposed to 245 messages on a daily basis in one media form or another, from TV to the internet.


All media contains two parts of media advertising and editorial

All Media Contains Two Parts of Media: Advertising and Editorial

Editorial is unpaid.

Advertising is paid.


Public relations

Public Relations Editorial

aka Editorial Endorsement

aka Free Advertising


Ask these three questions

ask these three questions: Editorial

Is it newsworthy?

Is it timely?

Is it relevant?


Newsworthy v not

Newsworthy v. Not: Editorial

Refer to WIIFM!


Farmers Market (A) has Sunday market days. Editorial

Farmers Market (A) just launched new “Sunny Sunday” market days, giving the entire community more time at market!


Farmers Market (B) is participating in the EBT program. Editorial

Farmers Market (B) is now excepting EBT cards, giving all income levels access to fresh fruits and vegetables.


Taking it to your market2

Taking it to Your Market Editorial

What do you want to promote?

Newsworthy?

Positioning?

Headline?


Non traditional media

Non-traditional Media: Editorial

Interactive & Social Media


Now let s talk advertising

Now, Let’s Talk Advertising Editorial

Remnant Space (Low Cost)

Public Service Announcement (PSA) (No Cost)

Pro-Bono (No Cost)


Think small and guerilla too it can be just as powerful

Think Small and “Guerilla,” Too. EditorialIt Can Be Just as Powerful!

Ads in local playhouse/concert hall program bulletins

Banners/signage at local little league and sporting event banners

Posters on community bulletin boards.

Get your marketing materials out in creative ways…it then becomes a form of non-traditional advertising. 

Use sidewalk chalk to tastefully direct downtown walkers towards your market.

Team up with other community organizations and offer to put brochures out at your market if they’ll put brochures out at their organization.


All advertising must contain

All Advertising Must Contain… Editorial

WIIFM

Strong Opening Remark

Strong Call to Action

Your Branding Elements


What not to do

What Not to Do. Editorial


Implementation

Implementation Editorial


Measurement

Measurement Editorial


Let s wrap it up

Let’s Wrap it Up Editorial

Branding

WIIFM? Features v. Benefits

Message Strategy  Tactics

Have Fun.

Just Do It.


Questions answers

Questions & Answers Editorial

Go ahead, try to stump the “experts!”


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