Marketing at Farmers Marketing at Farmers MarketsMarkets

Presentation byPresentation byDon Wambles, DirectorDon Wambles, Director

Alabama Farmers Market AuthorityAlabama Farmers Market Authority

OpportunityOpportunity

Demand for fresh, locally grown Demand for fresh, locally grown products has reached an all time high products has reached an all time high and is still increasingand is still increasing

MarketingMarketing

Begins with the customer and works backward to Begins with the customer and works backward to productionproduction

As a grower you should determine:As a grower you should determine:What buyers wantWhat buyers wantHow they want itHow they want itWhen they want itWhen they want it

ConsumersConsumers’’ reasons for reasons for Attending Farmers MarketsAttending Farmers Markets

FreshnessFreshnessQualityQualityVariety (they want to shop)Variety (they want to shop)Draw Crops Draw Crops Buying direct from the farmer Buying direct from the farmer Social atmosphereSocial atmosphereAvailability of produce not Availability of produce not often found in supermarketoften found in supermarketPricingPricingBulk buying for preservationBulk buying for preservation

Product SelectionProduct Selection

Stall MerchandisingStall Merchandising

Customer SatisfactionCustomer Satisfaction

Strategies Farmers Can Use to Strategies Farmers Can Use to Increase SalesIncrease Sales

Product SelectionProduct Selection

Product/crop selection and identify draw cropsProduct/crop selection and identify draw crops

Seasonal extensions/late and early varietiesSeasonal extensions/late and early varieties

Value addedValue added

Specials, recognize regulars with farmersSpecials, recognize regulars with farmers’’ market market dozendozen

DonDon’’t bring unless you can put your name on itt bring unless you can put your name on it

VarietyVariety

Draw CropsDraw Crops

Keep BusyKeep Busy

Stall MerchandisingStall Merchandising

The display is what the customer sees The display is what the customer sees first!!first!!

Showcase your productShowcase your product

Convey a sense of pride in your productConvey a sense of pride in your product

Appear ready for businessAppear ready for business

DisplayDisplay

Keep display off the groundKeep display off the ground

Prop baskets or boxes at a slant toward customersProp baskets or boxes at a slant toward customers

Give your display the illusion of abundanceGive your display the illusion of abundanceMake the product appear as though it is spilling outMake the product appear as though it is spilling out

Switch to smaller containers as your stock Switch to smaller containers as your stock decreasesdecreases

PropsPropsUse tablecloths for a Use tablecloths for a ‘‘downdown--homehome’’ appearanceappearance

Layer display from the ground up onto your table Layer display from the ground up onto your table

Use bales of straw, crates or baskets as a shelfUse bales of straw, crates or baskets as a shelfLay boards across them to give a step appearanceLay boards across them to give a step appearance

Use peach baskets, apple crates or wicker baskets as containers Use peach baskets, apple crates or wicker baskets as containers rather than rather than cardboard boxescardboard boxes

Salespersons appearance Salespersons appearance

Farm and stall identityFarm and stall identitySign with your farm name and logoSign with your farm name and logo

Clearly visible from a distanceClearly visible from a distance

Make sign from sturdy materialMake sign from sturdy material

Include descriptive phrases or words, such as Include descriptive phrases or words, such as ““locally grownlocally grown””, , ““fresh from the farmfresh from the farm”” or or ““organicorganic””..

Keep busy Keep busy –– restock, rearrangerestock, rearrange–– no idle timeno idle time

PresentationPresentation

Stall IdentityStall Identity

Salesperson Salesperson appearanceappearance

Scale locationScale location

Money boxMoney box

TableTable

Customer SatisfactionCustomer SatisfactionCustomer ServiceCustomer Service

Be ready on timeBe ready on time----late vendors lose moneylate vendors lose moneyGreet everyoneGreet everyone

Sampling, recipes, Sampling, recipes, tastingstastings for existing customers to buy for existing customers to buy moremoreAcknowledge waiting customers and be aware of their time Acknowledge waiting customers and be aware of their time to transactto transact

Too busy? hire someoneToo busy? hire someoneRecognize regulars, learn their namesRecognize regulars, learn their names

Effective salesmanshipEffective salesmanship---- ““See you next weekSee you next week””Continuity of salespersonsContinuity of salespersonsNo eating or smoking in stall No eating or smoking in stall ---- You are on You are on ““stagestage””

Help!Help!

Strategies Markets Use to Strategies Markets Use to Increase SalesIncrease Sales

At the MarketAt the Market

Effective marketing that Effective marketing that ““knowsknows””farmers market customersfarmers market customers

Effective marketing that Effective marketing that ““educateseducates””farmers market customersfarmers market customers

At the MarketAt the MarketSite dressing and presentation Site dressing and presentation of the marketof the market

Directional signs, onDirectional signs, on--site site signs, flags and bannerssigns, flags and bannersMusic, entertainmentMusic, entertainmentComfortable experienceComfortable experience

Layout and designLayout and designTighten the stall placements, Tighten the stall placements, no gapsno gapsKeep like products apartKeep like products apartSingle items vs. anchor stallsSingle items vs. anchor stalls

Effective marketing that Effective marketing that ““knowsknows”” farmers market farmers market customerscustomers

AdvertisingAdvertising–– Clear message/themeClear message/themeWho, what, where, when, howWho, what, where, when, how……..,..,Always include Always include ““direct fromdirect from……....””Method to get further informationMethod to get further information

Opening Day Marketing Plans that reflect Opening Day Marketing Plans that reflect customers needscustomers needs

Effective marketing that Effective marketing that ““educateseducates”” farmers farmers market customersmarket customers

Ads, postcards, press Ads, postcards, press releases all the same releases all the same themetheme

Comparative Comparative tastingstastingsFancy fruitFancy fruitGarden tomatoesGarden tomatoesMelon madnessMelon madness

Cooking demonstrationsCooking demonstrationsGrill crazyGrill crazyStir fryStir frySoupSoup

Guest Chef ProgramGuest Chef Program

RecipesRecipesEthnic/Cultural productsEthnic/Cultural productsHolidaysHolidaysOverabundanceOverabundanceExtend shelf lifeExtend shelf life

Healthy ProgramsHealthy ProgramsFarmers Market Nutrition Farmers Market Nutrition Programs (Programs (FMNPsFMNPs))5 A Day fruit and 5 A Day fruit and vegetablesvegetables

Awareness ProgramsAwareness ProgramsFarm DayFarm Day--support family farmssupport family farmsField trips for schools/seniorsField trips for schools/seniors

Special EventsSpecial EventsIn the market: Harvest Festival, Watermelon In the market: Harvest Festival, Watermelon Festival, Strawberry patch, Peach celebrationFestival, Strawberry patch, Peach celebrationOutside the market: miniOutside the market: mini--farmers farmers market and comarket and co--promotionspromotions

FoodFood

MusicMusic

Cooking DemoCooking Demo

Something for freeSomething for free

Something for childrenSomething for children

Overlapping activitiesOverlapping activities

Formula for SuccessFormula for Success

Farmers Market Authority

Don Wambles, DirectorRSA Plaza Suite 330770 Washington Ave.

Montgomery, Alabama 36130(334) 242-2618

Don.wambles@fma.alabama.govwww.fma.alabama.gov

www.BuyLocalAlabama.com

ResultsResults of FMA Effortsof FMA Efforts

More farmers are direct marketingMore farmers are direct marketingNew farmers markets (76) New farmers markets (76)

1999 1999 –– 17172006 2006 ---- 9393

More people are shopping at farmers More people are shopping at farmers marketsmarketsMore people wanting fresh, local produceMore people wanting fresh, local produceMore market outlets for farmers More market outlets for farmers Increased farmers incomesIncreased farmers incomes

If youIf you’’re farming you may:re farming you may:

be crazy, or be crazy, or

have too much money, or have too much money, or

be extremely bored, or be extremely bored, or

you have trouble controlling your passions!you have trouble controlling your passions!

Key to SuccessKey to Success

Growers must put Growers must put equalequal emphasis on emphasis on marketing and production of their marketing and production of their products!!!! products!!!!

Marketing OpportunitiesMarketing Opportunities

Direct Markets Direct Markets Farmers MarketsFarmers Markets

Farmers Market Nutrition ProgramsFarmers Market Nutrition ProgramsWIC Farmers Market Nutrition ProgramsWIC Farmers Market Nutrition ProgramsSenior Farmers Market Nutrition ProgramsSenior Farmers Market Nutrition Programs

UU--PickPickRoadside StandsRoadside StandsCSAsCSAs

Ethnic Groups Ethnic Groups

RestaurantsRestaurants,, Universities, Country Clubs, Conference Centers, Universities, Country Clubs, Conference Centers, Medical Facilities etc. Medical Facilities etc.

PlasticulturePlasticultureGreenhouse ProductionGreenhouse Production

2005 Farmers Markets

Recipients served… 998 Farmers ……………. 3

Recipients served….7,464 Farmers ……………. 44

Recipients served….22,500 Farmers ……………. 219

Recipients served 14,045 Farmers ………… 369

Recipients served…14,045 Farmers …………… 338

Recipients served…27,113 Farmers …………… 454

2003 2004

1999 200220012000

Recipients served…27,113 Farmers …………… 545

2005 2006

Recipients served…32,032 Farmers …………… 645

RRecipients servedecipients served…………..19,768 ..19,768 Farmers Farmers ……………………………….. 357.. 357

2001 Seniors Farmers Market Nutrition 2001 Seniors Farmers Market Nutrition Pilot Program (SFMNPP)Pilot Program (SFMNPP) 20022002

Recipients servedRecipients served………….. 47,723 .. 47,723 Farmers Farmers ……………………………….. 954.. 954

20032003

Recipients servedRecipients served…………..47,723 ..47,723 Farmers Farmers ……………………………….. 1,020 .. 1,020

20042004

Recipients servedRecipients served………….57,500 .57,500 Farmers Farmers ……………………………….. 1,225.. 1,225

Recipients servedRecipients served…………..62,500 ..62,500 Farmers Farmers ……………………………….. 1,100.. 1,100

2006200620052005

Recipients servedRecipients served…………..62,500 ..62,500 Farmers Farmers ……………………………….. 1,138.. 1,138

Buy Fresh, Buy LocalBuy Fresh, Buy Local

LogoLogoSignsSignsPostersPostersMarket FliersMarket FliersTT--shirtsshirtsCapsCapsTagsTagsTote BagsTote Bags

Web site Web site www.BuyLocalAlabama.comwww.BuyLocalAlabama.com

Print AdsPrint AdsBillboardsBillboards

RadioRadioCable TVCable TVConferences, Conferences,

Workshops, State Fairs, Workshops, State Fairs, etc.etc.

Items not often found in Items not often found in supermarketsupermarket

Flat peachesBlackberries

Blueberries

Peach breadStrawberry bread