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© Ohio State University Extension, Eric Barrett

Effective marketing Strategies

for small farms and farmers’ market vendors

Eric Barrett

Ohio State University Extension

marketing

� anything you do that increases the perceived value of your product…� …and I mean everything…

� greeting at farmers’ market

� name tags

� dress

� how the display looks

� presentation of product

� …

what do consumers want?

� facts & figures

� very helpful, scientific info

� 2-3 years behind (takes so long to do research)

� trends

� take a little practice to anticipate

� usually follow certain industries like fashion, décor, automobiles

understand trends– not just numbers

what do consumers want?

� being close to their food

� 76 million baby boomers (their 71 million off spring ‘millenials’)

� lifestyle market (feeling!)� sidewalks are making a comeback!

� experience vs. product

� fulfillment vs. job

� specialized vs. commoditized

� main street complexes vs. malls

� neighborhoods vs. developments

how do we get the to pay?

� give them local foods

� tell them about healthfulness!

� make it part of their shopping habit

� make it an experience…

the experience economy

� more than a product

� beyond customer service

� demonstrations “experts”

� destination

� “the place to go”

� perceived value

� knowing & communicating with customers

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progression of economic value

$1/lb.Growercommodity

$6/lb.Supermarketgood

$25+/lb.$1+/cupMcDonaldsservice

$50+++/lb.$2+/cupStarbucksexperience

If Starbucks isn’t afraid to charge forthe experience – why are we?

steps to more $$at farmers’ markets

� branding

� logo and print materials

� vendor display

� beyond the market

© Ohio State University Extension, Eric Barrett

step 1 – build a brand

mission

� I cannot help you unless I know why you are in business

� you cannot improve or market your business properly unless you have a written mission

� vendor members can market for you and “tell your story” better when they know your mission

� so - why do you exist?

Simple is always better!

why are they using branding?

in the top five industries - film, beverage,

detergents, health/ beauty and cosmetics -

virtually all consumers - some 89 to 96 percent

- have a brand preference.

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why are they using branding?

Branding changes human behavior

Own a neuron in their brain!

+

Pablov

what does every 2-year old do when they see the golden arches?

branding

creates

predictability

Image and Branding

� image is indeed everything!

� what is a “real” farm in the public eye?

� branding is a successful relationship with the public

are you rustic split rail, colonial picket, or

Kentucky style white-board fences?

tell your story…

© Ohio State University Extension, Eric Barrett

take home notes…-why are you in business?

-how are you unique?

-what values make sense?

-how can I relate?

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© Ohio State University Extension, Eric Barrett

step 2 – logo & print

designing your logo…

creating a personality…

� values

� simple

� adaptable

� remember

remember the font – do not use other fonts

Shultz’s Sheep

Shultz Sheep Farm

Bill’s

Best

LambsAre these all the same farm?

Maybe they are just all related and have lambs?

Everyone in the family or in the business MUST be saying the same name. Repetition creates the brand.

logos

� logo is the beginning of branding

� consistent logo

� logo everywhere and every place

� demand it be “correct” in any ads or materials that someone else makes

� the name with the brand

� create awareness

� use/change tag lines to reinforce image Every calf in Every calf in Every calf in Every calf in

the old westthe old westthe old westthe old west…………

use your logo…

� clothing

� tent frame

� signage

� truck magnet

� apron

� …

On printed materials

� pricing signs

� newsletters

� business cards

� stickers

� business cards

� just about anywhere…

guidelines… for printed materials

� ALL CAPS ARE BAD

� can you read it?

� arial is great!

� italics

� mixing fonts – NO, no!

� j u s t i f i c a t i o n – n o , n o !

� keep it short

� use of photos

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� rack cards

� 1/3 page, vertical

� simple, map

web presence

� listings everywhere you can get them (helps with rankings on search engines)

� tourism bureau

� chambers of commerce

� ‘links’ – cooperation!

-help your farmers’market do press releases!

© Ohio State University Extension, Eric Barrett

take home notes…-we need to get a logo-use the same logo, same font-what’s the story to use w/logo?-where can we put the logo?-what kind of materials make sense?

© Ohio State University Extension, Eric Barrett

step 3: vendor display

• Positive, not negative

• Cardboard can be nice sometimes…

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• Be creative

• Be positive

• Encourage activity

enough?

A review of booths at a farmers’ market.

This vendor really stepped it up in a hurry. Great apparel. Nice sign of products at eye level. Samples being given.

What an improvement!

Better!

This group really tried, but the selection of table cloth was too busy. The table is too small to show off products.

Be memorable. Have an interesting name. Make your display inviting. Give samples.

Active? Stand up, shake hands and be active. This will entice customers to come

look and hopefully buy.

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Who is this? They should have a sign with their farm name, flower names, prices, etc.

Very cool. Great display. Inviting. Colorful. Well done.

cool?

Be sure you look different from others selling the same thing!

too plain!

What is she selling? Her shirt is screaming tickets to the game or raising money for the team.

Apparel is too often overlooked by vendors. Don’t wear someone else’s logo!

© Ohio State University Extension, Eric Barrett

take home notes…-how can I do a simple display?

-what kind of signage?

-what products to grow?

-what do people think of my display?

© Ohio State University Extension, Eric Barrett

step 4 – beyond farmers’ markets

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� What does organic mean these days?

� How does organic food get to the grocery –separate from conventionally grown?

� Does it matter?

Focus: Locally Grown! service groups – boomers?

� Your farm should be out talking about locally grown foods, your offerings, off season sales and more! Visit with:

� chamber

� garden clubs

� ladies’ auxiliary

� moms’ clubs and more!

again…like customers…

� off season promotion

� live audience (a parade!)

� sense of giving them something (hand out product, snack, etc)

chefs

� May not always buy your product

� But, a special would be great

� Maybe they’ll do a dish with your product on the local TV station?

� Make connections!

© Ohio State University Extension, Eric Barrett

take home notes…-how am I different?

-how am I convenient?

-what makes them come back?

-how does the community relate?

Eric Barrettbarrett.90@osu.edu

OSU Direct Marketing TeamJulie Fox, fox.264@osu.eduThe Ohio State University South Centers 1864 Shyville Road, Piketon, OH 45661Tel: 740-289-3727 or 800-860-7232Fax: 740-289-4591http://directmarketing.osu.edu