Niche Marketing

Four Types of Marketing Strategies to Build Long-Term Success of Your Farmers’ Market

Article by Terry Gaouette

As with any store, farmers’ markets rely on “foot traffic” to be successful. Market managers can foster such traffic through a marketing plan that employs a variety of strategies. Those strategies include active and passive steps as well as direct and indirect tactics – all intended to get your farmers’ market message to existing and new consumers. The goal is to get those consumers to purchase products and services at your farmers’ market, and to enjoy the experience so they will become regular customers and will spread the word about the market.At the heart of all marketing strategies is communications — both formal and informal. That basis can be seen in each of the following descriptions of active, passive, direct and indirect strategies. We present this information to complement a different article on “11 marketing basics to foster success at your farmers’ market.”

Active StrategiesActive strategies are defined by two broad methods: point-of-purchase advertising and direct selling. These two strategies are very effective in relation to the limited about of time consumers are actually at a market and encounter the tactics of these strategies. Point-of-purchase advertising informs consumers about the product where it is displayed at the farmers’ market. This type of advertising goes beyond signs that mark the price. It includes product images, attributes and benefits and other information to get a consumer to think positively about the product and make the buying decision.Studies have shown that a majority of purchases are impulse-driven or response-driven. To take advantage of that, active strategies focus on the first 30 to 60 seconds that a potential customer encounters a product. Since it takes less than a minute for a consumer to make a buying decision, point-of-purchase advertising should be concise, attractive and urgent. The second major tactic for active engagement of the consumer is direct selling – one-on-one contact with consumers. Busy consumers want information from farmers’ market vendors. For example, a consumer might want to know which winter squash stores best or which basil is best for pesto. While consumers may have doubts about the advice of vendors at other retail settings, farmers’ markets generally enjoy more positive attitudes and, thus, the advice and suggestions of market vendors is more highly respected.

Passive StrategiesThe traditional use mass media, such as newspapers and television stations, has given way to more focused avenues such as websites, blogs, social networking, newsletters and other more direct methods of passive marketing. Much of it is online and is received by targeted audiences rather than the masses. However, local and community newspapers can remain effective avenues for passive marketing. Consider submitting news releases and feature story ideas to such papers, as well as paid advertising.

Direct StrategiesDirect strategies move a consumer from a browser to a buyer. They make a consumer aware of a product, help him or her to understand the benefits of the product, and foster a buying decision. Direct strategies have a lasting impact, leading to regular attendance and increased purchasing at farmers’ markets.A market’s brand identity is a good example of how direct marketing works. A brand can create a distinct and alluring image for a farmers’ market, encompassing the concepts of quality, selection, price, accessibility and credibility.Consumers buy products for very specific reasons. Once you understand those reasons, and what people value, you can take action to ensure consumers have positive reactions to your farmers’ market overall, and to its vendors and products.Once you understand the factors that affect the buying decisions of your target audience, you can create a positive brand image through consistent messages to those consumers. Those messages can be conveyed through media, direct selling or packaging. The important part is consistency.Credibility is another important element in the marketing success equation. Credibility is based on quality of products, respect for the consumer and consistent product delivery. It is the most difficult type of image to create but the most lasting once created. Credibility is especially important when food products are involved.Does your market’s brand image reflect quality, consistency, value and other positive attributes? Does the logo you’ve created to visualize those attributes clearly do so? If not, you may need to re-brand your market or update your logo with the help of a marketing professional.

Indirect StrategiesIndirect tactics often are overlooked but can be important elements of a marketing strategy. The primary method of indirect marketing is public relations. These tactics seek to build a positive image of your farmers’ market, and to attract people, but the tactics do not necessarily foster purchasing.

Indirect marketing can include:

Networking with civic and business groupsPublic service announcements for local and community newspapers, including those online, and TV and radioCo-sponsorships and co-branding Teaching, training and other speaking engagementsNews releases and feature articles for the local print and online mediaIncreasing the number of people who know about your market and think favorably about it is an important goal of indirect marketing. Networking and speaking can be very powerful in achieving those goals. Speaking can be especially effective; many groups , such as Rotary Clubs, Kiwanis and other community organizations, have regular speakers; find out who the groups are in your community and how to get on their schedule.Don’t forget to have fliers or brochures for your speaking engagements and your networking. Community centers, grocery stores and other public places often welcome such marketing materials as well.Public service announcements (PSAs) are underutilized by farmers’ markets. The Federal Communications Commission (FCC) requires television and radio stations to devote air time to PSAs. Include basic information in a PSA, such as location, hours, types of products and any special events or activities your market might have. Co-branding occurs when you share marketing strategies with other organizations that are targeting the same audience.Marketing will foster the success of farmers’ markets if done strategically and consistently. Start the process early, research your market and your audience, and plan long-term.

About the Author

Terry A. Gaouette is president of Terry A. Gaouette & Associates and a business planning consultant. The above introduction to the marketing of farmers’ markets is excerpted, in part, from the publication “New Directions in Marketing for Farmers’ Markets,” which he co-authored with Kristin Krokowski, a Commercial Horticulture Educator for the University of Wisconsin Extension. The publication is available via the UW-Extension website store: http://learningstore.uwex.edu.