How to Successfully Market Your Farm to the Public
Before planting your first seed, you should already know how you will sell your crops. Unfortunately, even the most promising plans can yield disappointing results, especially in competitive settings. Whether you are new to the farming business or need to revamp your marketing strategy, the following tips can help you connect with hungry customers.
Know your market.
To effectively engage with consumers, you have to identify your market. Ask yourself, who exactly am I targeting? You might think the answer is "anyone who will buy." This is oversimplifying things. Research your customers to get a better idea of their characteristics and demographics. Are they young, middle-aged or retired? Do they live in specific parts of your community? The more you know, the better you can tailor your marketing message so it is more likely to hit home.
Connect with influencers.
Try to work with coops, farmer's markets, restaurants and local grocers. Identify figures in your community who have the ability to influence your target audience. Make sure all of these people know about your farm. You can do this by setting up meetings and by sending along agriculture promotional products that showcase your farm's logo and keep your farm front-of-mind.
Have a logo
Make sure your farm has a logo, a tagline and a consistent brand voice. Use the same colors and themes on all of your business materials, including brochures, business cards, invoices, uniforms and your website
In an ideal world, you will be able to sell directly to restaurants and grocers. Until that day, however, you may need to work small by selling directly to consumers at farmer's markets. Even if your produce is first-rate, you will have a hard time standing out from the pack without adding a unique element to your stand. Consider giving away branded totes with every purchase. You could also hold a drawing that includes custom trucker hats, a BBQ set or other type of branded item as a prize.
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