Farm Market Buzz

In marketing any business, you want to use your marketing dollars as wisely as possible. "Most markets have preciously few advertising and promotion dollars and therefore need to seek the biggest bang for their bucks." In the guide "Marketing the Market" by the Kansas Rural Center, the authors outline ways to get the most out of your marketing dollars.

Some of the suggested ways to stretch your marketing dollars is to:

1. 80/20 rule. "80% of your business comes from 20% of your customers. Getting to know the names and preferences of this core group solidifies their commitment to your market and helps to ensure they keep coming back week after week."
2. Word-of-mouth advertising. "Encourage frequent shoppers to bring their friends and family and offer them flyers to share."
3. Editorial coverage. "Your market's money might be best spent by hosting special events. If your event is based on market products and offers something for consumers (demonstrations, recipes, giveaways), chances are the local media will cover it. That article or radio story will be noticed and remembered more than an advertisement."
4. A simple, consistent marketing message. "Effective paid advertisements rely on repeated messages with a simple, consistent message delivered through a medium (newspaper, radio station, TV station, sign) that your targeted customers use regularly. On average it takes at least six exposures before a consumer responds to an advertisement. "