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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!

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    1. To Market We Go! A crash course in successful marketing for New York State Farmers Market Managers

    2. To Market We Go! Who are we? Why are we here? WIIFM? (What’s In It For Me?)

    3. After our session today you’ll be able to:

    4. 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”

    5. Taking it to Your Market

    6. Communicating information • Through communication, influencing behavior So what’s marketing?

    7. “With great power also comes great responsibility.”

    8. 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.

    9. A brand is composed of the following elements: brand name logo tagline typography colors attitude/voice

    10. We live our brand

    11. Who’s a Brand Whiz? Let’s test our logo recall.

    12. 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

    13. The Power of a Brand

    14. Branding Rules Be Unique. 2) Think Long Term. 3) Be Consistent.

    15. Let’s look at some other Farmer’s Market’s Logos

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

    17. Marketing Plan Demographic Analysis and SWOT  Objective Message Tactics Implementation Measurement

    18. Demographic Analysis Who is our target audience?

    19. SWOT Analysis Strengths Weaknesses Opportunities Threats

    20. 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

    21. 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

    22. Breakout Session Let’s SWOT it out…

    23. Develop Your Marketing Objective/s

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

    25. Taking it to Your Market You say feature, we say benefit! Feature! Benefit!

    26. Deliver Your Message Through Tactics

    27. Marketing tactics involve two stages. Developing marketing materials and programs. Deciding what media to communicate through.

    28. Marketing Materials and Programs – Internally Controlled Communication Platforms Brochures Stationery (Letterhead, Business Cards) Signage *Website **Newsletter ***Customer Loyalty Program

    29. 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

    30. Marketing Materials Matter Most Important Marketing Material Today: Your Website! Also Important: Newsletter Loyalty Program