10. You
can identify market segments by all kinds of
factors, like:
Gender or age
Price willingness
Interests
Location
Income
Size of Household
Local vs. tourist
Occupation
Etc.
12. She
is married.
She has two children ages 7 and 10.
They go to Emma Elementary.
She is a CNA and at the hospital.
She spends time caring for her elderly parents.
Her interests outside of family & work include:
Cooking
Being health conscious
Facebook
16. 1:
Sponsor school sports events in exchange
for logo placement/mention at those events.
2: Advertise in the yearbook or monthly
newsletter.
3: Sponsor school plays and other functions
that have a printed program.
18. 5:
Outreach to teachers and school
administrators about educational field trips
to your farm.
6: Donate product to PTO fundraisers and
other school events.
19. Parents
of school-age kids will tend to follow
certain patterns in media consumption:
7: Some cable TV consumption “over shoulder”
of kids, or with them.
8: Radio: Predictable drive time radio.
20. Parents
of school-age kids will tend to follow
certain patterns in media consumption:
9: Some communities have targeted print media
for this group, such as:
WNC Parent (Asheville Citizen-Times)
Summer camp guides or summer activity guides
Special editions or inserts in local papers and
magazine
21. 10:
“Buying Club” type marketing can work well
in any place with a critical mass of people
Create some kind of bulk presentation of your
product
Apples by the bushel
Side of freezer beef
Case of 12 dozen eggs a week
Organize a leader to coordinate this program
25. Advertising:
11: Provide rack cards or bulletin board
material to local gyms.
12: Use targeted radio, TV, or newspaper. TV:
food network in your county; Radio: healthrelated call-in show; Newspaper: health
exercise column.
26. Engaging in your community:
13: Introduce yourself to nutritionists, heart
health centers, and similar health providers.
14: Sponsor athletic events like a 5k.
15: Add lots of nutrition facts about products
to your website. Add a recipe section.
16: Connect with natural food stores.
27.
28.
29. 17:
Meet with their HR director. Talk about
local food as an employee benefit.
18: This could open the door to have posters
or other materials in break rooms or public
areas of the workplace.
30. 19:
Place paid ads in employee newsletters.
20: Find one friend/ally on the inside. Offer
them a free share/product/etc. if they will
be the “captain” in spreading the word about
a direct-ordering/delivery system.
31. 21:
Offer to provide a “farm stand” on a
certain day of the week
32.
33. Let’s
depart from Julie and apply the same
kind of thinking to a different target market.
How about second home owners in the
mountains?
35. Use
coupons that promote value, not
discount or cheapness.
“Value” means a fair price but also refers to
the perceived value of your product.
Examples . . .
36. 25:
A free tour of your farm with a purchase
greater than $X.
26: A free sample of one of your lesser-sold or
less-understood products with a purchase
greater than $X of a more popular product.
37. 27:
Receive free product for referring a
friend to a major purchase.
28: Offer bulk buying options for certain
products.
38. Press
releases
Pitch stories
Become the local
expert about food
and agriculture for
the local news
39. Don’t count on word of mouth to work
magically by itself.
Customers say “I heard it from a friend”…
40. I heard it
from a friend
Then I saw
your sign
Then I saw
your rack
card
That
reminded me
to call you
Then I saw an
article in the
paper
41. So…
Invest
early in having nice looking,
consistent, web and print materials.
Regular ad placements in targeted media.
42.
43. Start
this early and never stop.
Collect email addresses and mailing
addresses
Send mass e-mail or mail communication
selectively
