Rearing animals, agri-tourism, fiber, yarn, new or cooked food, cultivate related services—the rundown of potential money streams for your farm is just constrained by your interest, time and imagination. Your farm produce marketing plan begins with a basic list of the major products and services at present offer or need to offer later on. An effective plan can help extend your client base and prompt extra income.
Identify your farm’s market
If asked the question, “Who are you marketing your farm product to?” your first instinct might be to say “Anyone who will buy.” But if you put some thought into it you’ll realize the answer is much more complex. Do women or men buy more frequently from you? Are your customers young, middle-aged or retired? Do they belong to a certain ethnic group? Do your buyers tend to be of a certain income level? Do they live in a particular area or are they geographically dispersed?
If your farm already has customers, think of your best ones. Who are they and how would you describe them? If you’re just starting out and don’t have customers yet, observe your potential competitors and their customer base. By knowing who your customers or prospects are, you can increase the likelihood they will buy from you by tailoring your marketing message to their needs and desires.
Keep in mind that your target demographic might be different for the different products and services you offer. If you have a sheep/goat farm, for instance, your breeding stock buyers may be local farmers, while buyers might be located in a large city a few hours away, and the middle-aged female hand spinners who buy your fleeces might be spread all across the country.
Set your farm apart
It’s important for any business to establish its unique selling proposition, or USP. A USP is the answer to the question, “Why should someone do business with me instead of my competition?” What unique benefits does your farm offer? Freshness, quality, personal service, rarity … these can all be part of your USP.
A good USP is a clear, simple and concise statement of the benefits you offer. Along with your product line and target demographic, your USP becomes your North Star, always guiding you even when things seem foggy and the future uncertain.
Spend some time creating your USP and write it down in a prominent spot, be it in the gardening shed, barn or office. Your USP should be kept front and center as a constant reminder of your farm’s purpose and direction.
Now that you’ve established what you’re selling, whom you’re selling it to and what makes it different, you’re ready to get down to the nitty-gritty aspects of implementing a marketing plan. Most marketing plans incorporate a variety of components. Among those you will need to consider include a logo, tagline, website, association membership, advertising, events, customer service, timing and budget.
Create a farm logo.
Your farm’s logo can be something as simple as your farm name in a distinctive font, or it can be more intricate and include illustrated elements that pertain to your product or farm name. A logo should project a business image based on your goals and objectives, and elicit a general feeling for your brand. For example, if you have a wildflower farm that caters to a female clientele, you may want your logo to evoke romance, using soft, natural colors (grass green, sunflower yellow, sky blue or pastels) and a more feminine font to achieve this.
While you can create a farm logo on your computer that is suitable for desktop printing, if you plan on expanding your marketing efforts into packaging, professionally printed materials and signage, you might want to enlist the help of a professional graphic designer. Sign makers, embroiderers and commercial printers all have specific requirements for file format and quality that is difficult to achieve with most home or small-business software. A graphic designer can help you achieve a more polished look and will be able to provide you with the specific file formats you’ll need later on.
If you decide to have your logo professionally designed, finding the right designer is important. Do they know your business or businesses similar to yours? Do they have a style you find appealing? If you want illustrated elements in your logo, can they design these for you or are they limited to using readily available clip art?
The designer should provide you with a few versions of your logo including a high-resolution file for print use (300 dpi), a low-resolution file for web use (72 dpi) and some type of vector file format for embroidery use.
Write a tagline
Ideally, your tagline should be tailored so closely to your brand that competitors can’t substitute their names in it.
Start your tagline brainstorming process by noticing those you see every day on TV, in magazine ads and on the radio. Think about what you want your farm brand to communicate with its tagline. Start putting ideas on paper. Don’t worry about how silly some of the ideas might seem at first, just get them on paper and the right choice will emerge.
Launch a website
There’s no denying it—today’s farmer needs to be technologically savvy, and for most of us, an effective farm marketing plan includes having a website. A website is cost effective and reaches a wide number of customers. Whether you use your site as a static farm brochure to get your name out or actually sell products online, a website can help take your marketing to the next level without a huge investment.
Armed with the photos, text and guidance you provide, a web designer will work to incorporate these elements, along with your logo and tagline, to create a unified site that is consistent with the rest of your farm marketing efforts. Costs will vary depending on the complexity of your needs, whether you are selling products online, the completeness of the information you provide and subsequent revisions.
Join farm associations
Association membership can also be a cost-effective way to market your farm and its products. Membership fees are generally modest, and benefits include newsletter subscriptions and a printed and/or web-based listing in the association’s membership directory
Attend farm-related events
Be it festivals, farmers’ markets, seminars, demonstrations or farm open houses, events provide you with an excellent opportunity to market your products in a hands-on environment. Just as some buyers aren’t comfortable buying from catalogs, some of your customers are likely to want one-on-one contact with you and your products or animals before making a purchase decision.
Having a wide variety of products and presenting them well is important, too. Other events, like open farm days or demonstrations at the local fair can also drum up business for you. Contact your local paper and see if they’d be interested in covering what you’re doing to further increase your exposure.
Display advertising in a glossy magazine might not be within your budget, but perhaps a small classified ad is. Show programs and newsletters can also provide cost-effective advertising opportunities. Keep in mind that you only have a limited amount of time to catch readers’ attention, so your headline should pique their interest and make them want to read on. Always be sure to include your farm name, your phone number and your website address in any advertising you do. If you have room, also include your logo and tagline.
Provide good customer service.
Many times the best marketing practice is also the cheapest to implement. This is never truer than in the marketing benefit of good customer service. Good customer service doesn’t cost any more to deliver than bad customer service, but bad customer service can literally cost you your business. Whether it is standing behind a sale, answering voicemail and email promptly, or handwriting a thank-you note to put in with an order, small efforts can make a big difference!
Establish a marketing budget and calendar
In your startup years, your farm marketing budget might be 5 to 10 percent of your gross sales figure, but as time goes on and word-of-mouth begins to work for you, your marketing budget might drop to 2 to 3 percent of gross sales. Creating a marketing budget and calendar for your marketing year is a good way to set goals and keep yourself on track.
If your farm business has a natural downtime (as many farms do), this is a great time to plan your marketing. You’ll have fewer distractions, less stress and will be able to come up with more creative ideas than when you’re in the height of your busy season. Marketing isn’t hard to do, it’s just easy to put off doing when it seems like a million tasks are more pressing.
Evaluate your success
The success of your farm marketing plan can be gauged in many different ways. Ask yourself these questions after you’ve given your newly implemented marketing plan time to work.
- Did I retain more customers?
- Did I get new customers?
- Were my existing customers more satisfied?
- Was my job easier and more fun?
- Did I sell more?
- Did I make a larger profit?
- Did my farm products sell more quickly?
- Are there some potential customers that might turn into sales in the coming year as a result of this year’s marketing?
After some time, as your farm business develops, you will without a doubt grow your marketing methods, be it sprucing up your product packaging, having handouts professionally printed, conveying official statements, or getting signage made for your farm store or show booth. There will always be a continuing stream of marketing possibilities to consider. Keep an open mind. In the event that there’s something you can’t legitimize fiscally today however think would be an awesome advertising thought, in a year your expanding deals may make it possible.
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