MARKETING
marketing_topic_intro.pdf

D promotion will you offer promotions or discounts

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d) Promotion : Will you offer promotions or discounts? Will discounts be based on volume? Will you engage in paid advertising? Will you develop merchandising materials for buyers to use at the point of sale? Will you engage in community outreach to build a consumer base? C. Produce Marketing “How To” 1. Produce marketing includes all the steps between the crops being harvested and arriving at the kitchen table. This includes postharvest handling, building relationships with buyers, paperwork and accounting, telling the story of the farm and the farmer, branding and packaging, and promotion and advertising to the end consumer. 2. One of the first tasks is to determine what customers you want to target and through what means. You may ask yourself: “How do I choose a profitable customer segment?” or “How do I know a customer’s needs?” This will take a little research on your region and the target market channel you have in mind. 3. Step one: Determine your target population, market channel(s), and marketing regulations a) Consider what demographic you want to target, i.e., scale, urban vs. rural, education level, income level, culture, religion, the presence of competition, etc. Are you looking to establish a niche market in an upscale grocery store or do you prefer to work in a farmers’ market that reaches the working class in the urban core of a city? b) Visit the market channel you plan to target and see who shops/eats there. Walk through the produce section of the retail grocery store. Walk the farmers’ market at different times of day. Eat at a restaurant that you see as a prospective customer, etc. See what people are buying, what prices they are paying, what products are present and what products may be missing. c) Government policies: learn the market regulations for your market channel, identify issues around access to markets, and barriers to entering a market channel. For example, is a business license required to operate a roadside stand? Is a producer’s certification required to sell at a Farmers’ Market? d) Food safety: Does the market channel you’re exploring require a certified food safety plan/GAP certification? See Unit 7, Food Safety on the Farm, for more on this topic. Lecture 1: Marketing Basics
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Marketing Basics 218 | Unit 5.0 e) See Unit 6.1, Building Resilience into your Small Farm Marketing Plan, for a comprehensive list of market analysis questions 4. Step two: Evaluate demand for your product a) Talk with potential buyers/market managers and find out if and when they have a need for the crop you are considering growing and if not, what produce they may be looking for and in what quantity, over what period of time b) You should have an agreement with a buyer before you plant the crop. You don’t want to learn at harvest time that the market you had in mind already had 5 vendors for that same item and has no interest in sourcing from you.
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