Marketing & Promotion

Time? - or - Money?

Market staff, vendors, volunteers

Lead individual or committee

Funds and budget

Time? - or - Money?

Increasing sales . . . ?

attract more customers

increase frequency of visits

increase per sale totals

#1 – attract more customers

#2 – increase frequency of visits

once a month every week

#3 – increase amount purchased

$ 10 per sale

$ 15 per sale

Resources

Marketing the Market (page 1)

Sustainable Agriculture Management Guides

Kansas Rural Center

Farmers Market Special Event Ideas

Farmers Market Manager Training Manual

Farmers Market Federation of New York

M.O.P. S. (is short for . . . )

M.O.P. S. (is short for . . . )

Marketing

Outreach

Promotion

Social Media

M.O.P. S.

Marketing = paid advertising

print or radio adsrack cards, posters, etc.

market signs, banners, billboards

mailings, e-newsletters, etc.

M.O.P. S.

Marketing = paid advertising

Advertise Wisely

“On average it takes at least six exposures before a consumer responds to an advertisement.”

M.O.P. S.

Outreach = community

events, festivals, parades, etc.

schools, organizations, groups

M.O.P. S.

Promotion = word of mouth

M.O.P. S.

Promotion = word of mouth

features – music, kids activities, cooking demos, SNAP tokens, etc.

events – festivals, celebrations, days

incentives – prizes, raffles, coupons, giveaways, rewards, etc.

features

---

partnerships

event

feature

M.O.P. S.

Promotion = word of mouth

Get Covered

Media coverage ”is seven times as valuable as paid coverage.”

M.O.P. S.

Social media = word of mouse

Best practices basics

M – affordable, consistent ads

O – attend a major community event

P – one event per season

S – weekly posts or e-news

Word of mouth - 2015 Market membership program

Frequent shopper rewards card

Donation Station feature

Lunch-and-Learn talks

Monthly customer survey

Cooking demo / food facts

Time - or - Money

TIME volunteers

community partners

vendor involvement

$ MONEYvendor fees

market sponsors

grant funding

Measuring success

Customer counts

Vendor sales reports

Comments, questions, concerns