Direct marketing strategies: farmer's markets
We have tried virtually every direct marketing strategy throughout the past 10 years at Parker Creek Ranch. The “Direct Marketing Strategies” series of blogs over the coming weeks will introduce you to each of those strategies. Each one has it’s positives and negatives. Without further ado let me introduce you to one the strategies we have tried along with our successes and failures: farmer’s markets.
Farmer’s markets have been around since the dawn of time for agricultural societies. We have been attending farmer’s markets since our inception in 2010. It’s honestly how we got our “foot in the door” with the greater San Antonio community. Before you even think about attending a market go visit one. See who your competitors will be, meet the management and get a feel for the attendance. Location of the market is probably the most important factor. Remember in economics location, location, location? Well that holds true in just about every business, farmer’s markets included. Make sure the management is looking out for your best interests and equally the consumers. Are the consumers attending the market buying or just there to socialize? Are there other businesses selling the same product or something similar? If so, what can you do to make your product stand out? Is the market located in a convenient, family friendly setting?
Market attendance has shifted out of our favor in recent years. Most farmer’s markets throughout the country will admit that attendance is up, but sales for farmer’s are down. Our farmer’s market sales are about 50% less than they were five years ago. The paradigm has shifted. Most market attendees are there to socialize, eat prepared foods and drink coffee. This social popularity has grown from the community dynamic of farmer’s markets. It’s one of the very reasons we love farmer’s markets. The producers and consumers all feel like one giant family. Farmer’s markets represent the best of humanity. The farmer’s are the “salt of the Earth” and the consumers purchasing these products are conscientious about their impact on their community and the Earth. Farmer’s give them that connection and what better way to do it than be face to face with each other? Even though our sales have decreased significantly the farmer’s market still offers a great opportunity to advertise our business. For a farmer who is just getting started in the direct marketing business what other method is there to build your customer relationships with that many people in a four to five hour time frame. Yes, there are a lot cheaper ways to market our products, but there isn’t another way to be face to face with that consumer when your ranch is located an hour from the city.
There are a lot of factors to consider when your set-up at the farmer’s market. Appearance is everything. You want your booth to stand out and feel inviting. Clean table cloths, a nice banner, a big long table at the front of the booth, a classic white tent canopy, and easy to read signage with pricing. Keep your look simple, clean and don’t make it look too clustered. Have business cards, brochures, recipes, etc. at the front of the table so potential customers can easily grab one and walk away if they wish. Don’t forget that not everyone is outgoing and talkative. Many folks are introverts that don’t want to engage, but might still buy your products. Stand up and don’t sit on a ice chest or stool. You will feel much more engaged and inviting if your standing. When you are dealing with customers make the transaction one at a time and give them your full attention. If someone tries to over speak, just simply tell them “I will be right with you after…”
Always remember that customers who choose to shop at the farmer’s market aren’t just typically there to buy your products, they are there to build relationships. We no longer attend a multitude of farmer’s markets. Our focus is on one very successful Saturday farmer’s market. Farmer’s markets are a huge time commitment and can be very expensive if you don’t control your costs. You will surely face the normal challenges of burnout, customers that piss you off, employee issues and more. Face each challenge in context to your overall goals. Farmer’s markets aren’t for everyone, but they may be just right for your farm business.
Questions about farmer’s markets or how to improve your sales? Please feel free to comment.
