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
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
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?)
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”
Communicating information • Through communication, influencing behavior So what’s marketing?
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: brand name logo tagline typography colors attitude/voice
Who’s a Brand Whiz? Let’s test our logo recall.
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 Be Unique. 2) Think Long Term. 3) Be Consistent.
Brand Equity Every Brand Exposure Will Either Raise or Lower Someone’s Perception of Your Market
Marketing Plan Demographic Analysis and SWOT Objective Message Tactics Implementation Measurement
Demographic Analysis Who is our target audience?
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 Let’s SWOT it out…
Features v. Benefits. In Marketing, Always Talk Benefits. Never Features. It’s all about WIIFM.
Taking it to Your Market You say feature, we say benefit! Feature! Benefit!
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 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 Most Important Marketing Material Today: Your Website! Also Important: Newsletter Loyalty Program