Finding and keeping your customers2
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Brian Moyer - Program assistant Penn State Extension Brian Moyer is located at the Lehigh County office where he assists farmers with marketing and regulations. Brian is a past board member of PASA (Pennsylvania Association for Sustainable Agriculture) and a past board member of APPPA (American Pastured Poultry Producers Association) and currently is a board member of Fair Food and The Seed Farm. He was the Director for Rural Vermont, a farm advocacy organization. Brian was the founder and manager of the Skippack Farmers Market from 1999 to 2009. Brian and his wife Holley own and run Green Haven Farm and raise grass-fed livestock on their 27 acre farm just outside of Fleetwood in Berks County. For 16 years they've sold chicken, eggs, lamb, pork, and goat to restaurants, CSA's, farmer's markets, and at their farm.
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Finding and keeping your customers2
- 1. FINDING AND KEEPING YOUR CUSTOMERS
- 2. Who are your members? Farm Viability Business Vision and Plan Profit from Products Marketing Plan Attract New Customers Retain Current Customers Understand Customers Use (and Evaluate) Retention Strategies
- 3. The Marketing Plan Outlines: • Marketing goals • Strategy • Implementation • Roles and responsibilities
- 4. Market Planning: Make a ‘product’ ‘market’ match • Who is our target market (customer)? • What are we marketing? • How do our services & products match the needs of our customer? • How will our customer know we have what they need, what they want?
- 5. 13% 35% 31% 21% World of Sustainability 89% of US consumers participate Segmentation reflects the intensity of consumer involvement in the World of Sustainability Segmentation is based on respondent behavior regarding: animal testing, packaging, community issues, supporting companies helping the local community, recycling, and price. Base: n=1982.
- 6. The world of sustainability Purchase criteria varies according to consumer segment
- 7. • Demographics – Millennials – Gen X – Boomers – Local the new organic Who are your customers? Knowing who your customers are, why they buy from you, and what they think about the shopping experience will help you develop effective strategies for retaining customers
- 8. • What do they want? – Variety over quantity – High-quality – Support local farms Who are your customers? • What is the profile of your customer? • Why is this important to know? Might influence the products you offer, drop-off options, membership options, events, communication
- 10. • Marketing Finding customers The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
- 11. • Marketing – Time – Tools – knowledge Finding customers The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
- 12. • Marketing Channels – Farmers market – Press release or article – Community bulletin boards – Groups (church, business) – Internet (local Harvest, BFBL) – Word-of-mouth Finding customers The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.
- 13. • Marketing Tools – Logo/image – Internet • Website • Blogs • Social media • Email • newsletter Finding customers
- 14. • Marketing Tools – Website • Sites.google.com • Wordpress.com Finding customers
- 15. • Marketing Tools – Website • Background info • Basic info • Bummer issues Finding customers
- 16. • Marketing Tools – Website • Background info – Why should they invest in you? – New or experienced farmer – Testimonials Finding customers
- 17. • Marketing Tools – Website • Basic info – Cost & length of a share – Pick up info – What does it include? – Member responsibilities – Any partnering farms? Finding customers
- 18. • Marketing Tools – Website • Bummer issues – What happens if a member can’t pick up? – What happens if there is a crop lose? Finding customers
- 19. • Marketing Tools – Social media • Interaction • quick Finding customers
- 20. • Marketing Tools – Newsletter • Constant contact • Mail chimp Finding customers
- 22. • Other Marketing Tools – Labels – Cards – Invoices Finding customers
- 23. • Other Marketing Tools – Certifications – Affiliations Finding customers
- 24. • Challenges – Retention rates • 25 – 70% turnover – Competition – Communication Keeping customers
- 26. • Improving retention – Renew members in the Fall – Customer feedback • Suggestion box • Surveys – Community building events – Provide staple items – Authentic Keeping customers
- 27. • Create ‘core group’ for advice, feedback, planning • Create opportunities for feedback (during season, end of season) – Talk to members at pick-up – Millennials? Boomers? Married? – Discussion groups (Facebook?) – Email listserves – Surveys (email, web, paper) • Learn why customers leave How Can I Learn About My Customers?
- 28. • Tell your story – Farm & mission – Expectations – Information • How often? Communication
- 29. LESSONS Learn about your customers • Reasons for joining, staying, leaving • Evaluation of experience • Use of produce • Effect of your products on their habits and attitudes • Importance of community to them • Effectiveness of communication and education strategies
- 30. FINDING AND KEEPING YOUR CUSTOMERS Extension.psu.edu/farm-business Brian Moyer Program Assistant Penn State Extension 610-391-9840 bfm3@psu.edu