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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A crash course in successful marketing
for New York State
Farmers Market Managers
Who are we?
Why are we here?
WIIFM? (What’s In It For Me?)
Develop and implement a marketing plan for your
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”
Effective communication revolves around a strong, RECOGNIZABLE consistent brand.
Before we get into a marketing plan, we need to talk branding.
Let’s test our logo recall.
Decreased price sensitivity
Increased customer loyalty
Additional leverage over competitors
Increased ability to inspire activity
Ability to attract and retain high
2) Think Long Term.
3) Be Consistent.
Every Brand Exposure Will Either Raise or Lower Someone’s Perception of Your Market
Demographic Analysis and SWOT
Who is our target audience?
Centrally located in downtown/civic areas
An “experience” of leisure and pleasure
Not open every day
Perception of high cost expensive, processed food
Organic and local eating is “hot” right now
New programs like the EBT/Credit/Debit make markets even more appealing and convenient
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
Let’s SWOT it out…
In Marketing, Always Talk Benefits. Never Features. It’s all about WIIFM.
You say feature, we say benefit!
Developing marketing materials and programs.
Deciding what media to communicate through.
Marketing Materials and Programs – Internally Controlled Communication Platforms
Stationery (Letterhead, Business Cards)
***Customer Loyalty Program
Media – Externally Controlled 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
Most Important Marketing Material Today: Your Website!
Also Important: Newsletter
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.
Editorial is unpaid.
Advertising is paid.
aka Editorial Endorsement
aka Free Advertising
Is it newsworthy?
Is it timely?
Is it relevant?
Refer to WIIFM!
Farmers Market (A) just launched new “Sunny Sunday” market days, giving the entire community more time at market!
Farmers Market (B) is now excepting EBT cards, giving all income levels access to fresh fruits and vegetables.
What do you want to promote?
Interactive & Social Media
Remnant Space (Low Cost)
Public Service Announcement (PSA) (No Cost)
Pro-Bono (No Cost)
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.
Strong Opening Remark
Strong Call to Action
Your Branding Elements
WIIFM? Features v. Benefits
Message Strategy Tactics
Just Do It.
Go ahead, try to stump the “experts!”