Download - Marketing with Little Budget & Little Time Laura Swanson Manager, Manzanita Farmers Market
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Marketing with Little Budget & Little Time
Laura Swanson
Manager, Manzanita Farmers Market
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Different Types of Marketing for Various Geographic Areas
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Magic of Marketing or The Mystery of Marketing,
Or Making Marketing Look Easy
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Brief History of Marketing – The Good Ol’ Days…
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Top Marketing Dilemmas/Questions
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Marketing Your Market – to Vendors & to Shoppers
• Two different Approaches
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Challenges of Getting Right Mix of Vendors to Your Market
• Manzanita’s Unique Situation – Friday evening market
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Referrals from Current Vendors
• Call, email, visit – work to get those coveted vendors
• Surveys/Visitor Counts/Revenue numbers
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Tillamook County Farmers Market Network
• Working together: Manzanita, Tillamook, Neskowin, Pacific City
• Strength in numbers; joint advertising
• New “passport” program
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Incredible food/ag programs in Tillamook & Clatsop Counties
• Food Roots & North Coast Food Web, North Coast Food Guide
• Partners, Collaborations
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Marketing to Shoppers – Branding/Image
• SWOT- Strengths, Weaknesses, Opportunities, Threats
• KISS- Keep It Simple, (stupid!)
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Demographics/Psychographics – Different Tactics for Different Age
Groups
• Four Words That are Shifting Communications & Fundraising:– Community
– Duty
– Entrepreneurial
– Identity
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GAME:Match the World that Describes
Generations
• Matures – 68 & older
• Boomers – 49-67
• Generation X – 33-48
• Millennials/Generation Y – 32 & younger
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Easiest Marketing Target – Current Shoppers
• Task – Getting Them to Come More Often, Visit Other Markets
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OFMA: Map/Listings!
• Resources..– Farmers Market Networks
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Growing/Attracting NEW Shoppers
• Identify Who They Are
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PUBLIC RELATIONS #1 – No cost/Low cost marketing
• BONUS – Farmers Markets are Newsworthy… Everything About Local Food – Top Trending Issue
• LOCAL MEDIA SPONSERS – Signage, mentions at market etc. = Free Public Service Announcements spots on radio stations; ad spaces in newspapers..
• Listings in ALL/ANY Farmers Market directories (most/many are free)
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SOCIAL MEDIA
• Facebook, Twitter, Instagram, Pinterest, YouTube, Snapchat, Vines, Blogs, Others?
• Look back at Demographics – Who Do You Want/Need to Reach?
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#1 – Facebook
• Wider group – people in their 20’s to 70+
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#2 – Instagram (Hashtags #)
• Younger demographic; visuals/photos!
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#3 – Twitter
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#4 –YouTube
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#5 – The Others: Pinterest, Snapchat, Vines, Tumblr…
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Time Sucking …
• Look for Posting Short cuts – Time savings:– Facebook, schedule postings; post on several/all at the
same time.• Whole Session on Social Media usage, ideas, concepts.
• Bottom line – Make it PART of Marketing
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Websites … Blogs
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E-mail Newsletter – Constant Contact
• Weekly “What’s Fresh at the Market”
• Coordinate w/ Vendors – communicate about “specials”– Copy/Paste into Website Blog; Facebook page, etc.
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After Technology Overload…
• Yoga
• Deep Breathing
• Beach time
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By the way: Don’t Forget About…
• Traditional Advertising– Newspapers
– Radio
– Flyers/Posters
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Guerilla Marketing Techniques – 100s of Ideas..
• Graphic Arts Students to design Market Flyer/poster (or a local artist
• Kids Booth Activities – staffed by older kids
• Demonstrations/Unique Displays
• Rotating Booths … change it up; different vendors, bring different shoppers
• Partnerships/collaborations/sponsorships – off season event involvement
• Turning “negatives” into Positives– Example: No Dogs in the Market @ Manzanita
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Ways to Evaluate Your Marketing – ASK!
• Surveys – Vendors, Shoppers, Community
• Survey Monkey; online & at Market
• Dot Surveys
• OFMA Resources; OSU Resources
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Information Overload?
• Identify staff, volunteer, board members w/ a knack for marketing
• Divide & Conquer – You don’t have to do it all…
• But, you do have to “Just Do It”… and Keep Doing it… & do it over and over again.
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Questions?
THANK
YOU!