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30 Ideas for Direct Marketers
Jess Epsten
Money
•Paid advertising
•Signage •Promotional
Materials
Time
•Education •Building
community •Relationship
building •Earned media
Story behind your food – differentiating yourself Quality Growing practices Connection to your family
Develop a farm identity and logo
Label it local
Take pictures
Mass markets vs. niche markets
•Sell your product “to one person”
You can identify market segments by all kinds of factors, like: Gender or age Price willingness Interests Location Income Size of Household Local vs. tourist Occupation Etc.
Who is this woman?
Julie
She is married. She has two children ages 7 and 10. They go to Emma Elementary. She is a CNA and at the hospital. She spends time caring for her elderly parents. Her interests outside of family & work include: Cooking Being health conscious Facebook
In the places she is already looking!
1: Sponsor school sports events in exchange for logo placement/mention at those events.
2: Advertise in the yearbook or monthly newsletter.
3: Sponsor school plays and other functions that have a printed program.
4: Offer cooking classes or classroom demonstrations.
5: Outreach to teachers and school administrators about educational field trips to your farm.
6: Donate product to PTO fundraisers and other school events.
Parents of school-age kids will tend to follow certain patterns in media consumption: 7: Some cable TV consumption “over shoulder”
of kids, or with them. 8: Radio: Predictable drive time radio.
Parents of school-age kids will tend to follow certain patterns in media consumption:
9: Some communities have targeted print media
for this group, such as: WNC Parent (Asheville Citizen-Times) Summer camp guides or summer activity guides Special editions or inserts in local papers and
magazine
10: “Buying Club” type marketing can work well in any place with a critical mass of people Create some kind of bulk presentation of your
product Apples by the bushel Side of freezer beef Case of 12 dozen eggs a week
Organize a leader to coordinate this program
Multiple intervention points Reaching the same person 3-5 times with a
consistent message Be patient.
She wants to be more health conscious
Advertising: 11: Provide rack cards or bulletin board
material to local gyms. 12: Use targeted radio, TV, or newspaper. TV:
food network in your county; Radio: health-related call-in show; Newspaper: health exercise column.
Engaging in your community: 13: Introduce yourself to nutritionists, heart
health centers, and similar health providers. 14: Sponsor athletic events like a 5k. 15: Add lots of nutrition facts about products
to your website. Add a recipe section. 16: Connect with natural food stores.
17: Meet with their HR director. Talk about local food as an employee benefit.
18: This could open the door to have posters or other materials in break rooms or public areas of the workplace.
19: Place paid ads in employee newsletters. 20: Find one friend/ally on the inside. Offer
them a free share/product/etc. if they will be the “captain” in spreading the word about a direct-ordering/delivery system.
21: Offer to provide a “farm stand” on a certain day of the week
Let’s depart from Julie and apply the same kind of thinking to a different target market.
How about second home owners in the mountains?
22: 23: 24:
Use coupons that promote value, not discount or cheapness.
“Value” means a fair price but also refers to the perceived value of your product.
Examples . . .
25: A free tour of your farm with a purchase
greater than $X. 26: A free sample of one of your lesser-sold or
less-understood products with a purchase greater than $X of a more popular product.
27: Receive free product for referring a friend to a major purchase.
28: Offer bulk buying options for certain products.
Press releases Pitch stories Become the local
expert about food and agriculture for the local news
Don’t count on word of mouth to work magically by itself.
Customers say “I heard it from a friend”…
I heard it from a friend
Then I saw your sign
Then I saw your rack
card
Then I saw an article in the
paper
That reminded me
to call you
So… Invest early in having nice looking,
consistent, web and print materials. Regular ad placements in targeted media.
Start this early and never stop. Collect email addresses and mailing
addresses Send mass e-mail or mail communication
selectively
Jess Epsten [email protected] asapconnections.org 828-236-1282
