October 8, 2007 SMALL FARM QUARTERLY Page 21
pesto or pasta bean salad. Share how you use different signatures for maximum market-
MARKETING serve a particular product to your family. ing effect in various situations. And if you
have several product lines, you should have
Bootstrap Marketing: How to For those regular customers, have a "VIP
bag" which can be simple brown paper lunch
a signature for each.
Keep Your Marketing Budget bag, with their name on it, holding a little
something to say 'thank you' for their patron-
age. It might be that fresh ripe tomato or the
Another way to up sell is by using your on-
hold messages or voice mail messages to
update customers on products, sales and
from Going Through the Roof pint of raspberries they missed out on last
week. Announce what is coming in. It might
be a simple sign by the door that says "Come
specials. Be sure to use your Fax Cover
sheets and Bills or invoices as a way to con-
tinue to up sell. These are points of contact
by Bernadette Logozar easy to read, with few words in bright colors. back next week for ________." with your existing customer base. Keep them
coming back by keeping the anticipation of
I can hear the chant in my head, it's all about Consider also using the shape of the product Another way to creatively market your prod- new items you will be offering and when.
marketing, marketing, marketing. This seems you are selling to tell people what is in. For ucts without adding cost is to bundle items
to be the one area where farmers-whether example: If you are selling brown eggs, your together either for convenience or experi- WHEN THEY CALL...
they are trying to sell cheese, yogurt, vegeta- sign might be a brown egg-shaped sign. So ence. For example: "Asian Supper Basket" or When people ask for sales literature from
bles, flowers, meat products or value-added how big should the letters be? Rule of thumb "Pick a Pizza Pie". your company they're probably asking sever-
agriculture products-will say they have the for making roadside signs is that the letters al of your competitors for their literature at
biggest learning curve. Growing, raising, and should be 1/5th as wide as they are high. DO A MARKETING COLLATERAL AUDIT the same time. Some tips to remember to
making the product generally is NOT the Information about sign 'readability' is in Table "Marketing collateral" refers to all the items help you stand out from the rest are:
challenge for experienced farmers, but mar- 1. or ways you connect with your customers. * Email within 24 hours
keting what they grow, raise and make IS a These might include brochures, business * Get the response in the mail within 2 days
challenge. cards, signs, folders, website, on-hold mes- after receiving the inquiry, one day is better.
sages etc. Take some time to review what * Print: "Here is the information you request-
your collateral is saying about you. It can be ed" on the envelope
surprising when you gather all the bits that * Print: "First Class Mail" on the label or the
you have been handing out to folks in one envelope, again to make sure everyone who
location (like the kitchen table) and look at it handles it understands that this is not mass,
critically. 'junk mailing'. Or use Priority Mail envelope
for extra impact.
The review won't cost a thing, but streamlin- * Clip a personalized thank-you note to the
ing your materials so you that you send out a front of your literature package. Reference
FALL IN LOVE WITH THE SANDWICH consistent message may bring more cus- the exact nature of the literature request:
There are folks who spend their whole lives BOARD tomers to your door. Being consistent with "Thank you for stopping by B's Market Booth
focusing on marketing other peoples stuff. So Gnade-McGrattan recommends you 'fall in your marketing materials will help people to and chatting with us at the NextYearFood
how does someone who is busy trying to love with the sandwich board'. These are identify your farm and your products from all Show in NYC. Here is the information you
grow, raise or make the product get an edge great for keeping your name out on the main the others that are out there-which will keep asked we send you about our Fall Product
in this fast-paced, savvy world we have? road and keep the advertising fresh. them coming back for more. line."
Well, agricultural products have a few things Changing your signs frequently keeps the * Send EXACTLY what the customer asked
going that other products don't have and by loyal customers coming back for the new Consider creating a template for your adver- for. Sending your complete set of literature
banking on these features you, the farmer things that are in. Another tip is that specifici- tising and use that consistently throughout all wastes money (for printing and postage) and
can reap the benefits-in this case it is sales. ty trumps broad statements. For example the ways that you might touch your cus- makes it more difficult for the customer to
That said let's dig in. announcing that "Pink and yellow throated tomers. For your printed materials pick one or find what he or she is looking for.
petunias just in!" says something different
THE BASICS -- SIGNAGE than "Hundreds of annuals".
Cheryl Gnade-McGrattan from NYS
Department of Ag & Markets states you Materials used for signs can vary. You can
should have "Signs, Signs, everywhere!" use plywood and paint to do much of your
Announce what you have ready or coming in roadside signage. If you want to make a bit of
so that travelers know what to expect when an investment you can purchase pre-made
they stop by. If you have some road frontage signs with the produce on them. These can
have several signs posted along the way to be plastic, metal or wood. More recently
tantalize potential customers as they get more and more people have been using
closer to your location. 'election' signs. Those firm plastic signs that
have a metal stand that can be set up with
Be sure to let folks know well in advance that ease and stored in minimum space. Be sure
you're open for business. Although some say to check with your local municipality for any
a little goes a long way, bigger is definitely regulations regarding roadside signage.
better when trying to pull traffic from a main Whatever your choice of signage remember
road to your farm stand. to use your signage to your advantage and
look for ways to maximize your exposure
Signs should be placed at a suitable distance without breaking your wallet.
from the stand so that drivers have time to
turn into the market. Generally, signs are Once folks are at your farm stand use this
placed at the market site and at least a quar- opportunity to market what you've got. At
ter of a mile from the stand in either direc- your farm stand or farmers market be sure to
tion. However, doing the "count down" tell your farm story. If you have other farmers
towards your location works well. For supplying some products share their stories
Example: Cherries! 3 miles, 2 miles, 1 mile, too. Have recipes available for items that
next left. Your signs should be simple and might be a little different-such as garlic scape
maybe two type fonts and stay with them. * Log the inquiry and place a follow-up call a
Choose your colors carefully, and avoid Word week after it was mailed .
UPDATE YOUR MARKETING STRATEGY
And if you're on the web, create an email sig- In summary, some things you can do to
nature that has how to contact you as well as update your marketing strategy include:
regular update on your business. If I had a 1. Learn to love the sandwich board
farmstand, my email signature might look like 2. Conduct a marketing collateral audit
3. Build a competitor file -for marketing
4. Explore ways to 'bundle' your products for
either convenience or experience.
5. Create and update your email signature
B's Market Stand 6. Update your on-hold and voice mail mes-
email@example.com sages regularly
www.bsmarketstand.com 7. Enjoy your market season!
Open May - September, M-Thurs 10-5
Major Road, Anytown, USA Bernadette Logozar is a Rural & Ag
1-800-000-0000 Economic Development Specialist at Cornell
Cooperative Extension of Franklin County in
This week just in Fresh Sweet Corn! Stop by Malone, NY. She can be reached at 518-483-
to pick a dozen on the way home. 7403 or firstname.lastname@example.org
You should also use what you have to "up
sell." If you have an email signature, when
was the last time you updated it? You can