Marketing with Little
Budget & Little Time
Laura Swanson
Manager, Manzanita Farmers Market
Different Types of Marketing for Various
Geographic Areas
Magic of Marketing or
The Mystery of Marketing,
Or Making Marketing Look Easy
Brief History of Marketing –
The Good Ol’ Days…
Top Marketing Dilemmas/Questions
Marketing Your Market –
to Vendors & to Shoppers
• Two different Approaches
Challenges of Getting Right Mix of Vendors to
Your Market
• Manzanita’s Unique Situation – Friday evening market
Referrals from Current Vendors
• Call, email, visit – work to get those coveted vendors
• Surveys/Visitor Counts/Revenue numbers
Tillamook County Farmers Market Network
• Working together: Manzanita, Tillamook, Neskowin, Pacific
City
• Strength in numbers; joint advertising
• New “passport” program
Incredible food/ag programs in Tillamook &
Clatsop Counties
• Food Roots & North Coast Food Web, North Coast Food
Guide
• Partners, Collaborations
Marketing to Shoppers – Branding/Image
• SWOT- Strengths, Weaknesses, Opportunities, Threats
• KISS- Keep It Simple, (stupid!)
Demographics/Psychographics –
Different Tactics for Different Age Groups
• Four Words That are Shifting Communications &
Fundraising:
– Community
– Duty
– Entrepreneurial
– Identity
GAME:
Match the World that Describes Generations
• Matures – 68 & older
• Boomers – 49-67
• Generation X – 33-48
• Millennials/Generation Y – 32 & younger
Easiest Marketing Target – Current Shoppers
• Task – Getting Them to Come More Often, Visit Other
Markets
OFMA: Map/Listings!
• Resources..
– Farmers Market Networks
Growing/Attracting NEW Shoppers
• Identify Who They Are
PUBLIC RELATIONS #1 –
No cost/Low cost marketing
• BONUS – Farmers Markets are Newsworthy… Everything
About Local Food – Top Trending Issue
• LOCAL MEDIA SPONSERS – Signage, mentions at market
etc. = Free Public Service Announcements spots on radio
stations; ad spaces in newspapers..
• Listings in ALL/ANY Farmers Market directories (most/many
are free)
SOCIAL MEDIA
• Facebook, Twitter, Instagram, Pinterest, YouTube, Snapchat,
Vines, Blogs, Others?
• Look back at Demographics – Who Do You Want/Need to
Reach?
#1 – Facebook
• Wider group – people in their 20’s to 70+
#2 – Instagram (Hashtags #)
• Younger demographic; visuals/photos!
#3 – Twitter
#4 –YouTube
#5 – The Others:
Pinterest, Snapchat, Vines, Tumblr…
Time Sucking …
• Look for Posting Short cuts – Time savings:
– Facebook, schedule postings; post on several/all at the same time.
• Whole Session on Social Media usage, ideas, concepts.
• Bottom line – Make it PART of Marketing
Websites … Blogs
E-mail Newsletter – Constant Contact
• Weekly “What’s Fresh at the Market”
• Coordinate w/ Vendors – communicate about “specials”
– Copy/Paste into Website Blog; Facebook page, etc.
After Technology Overload…
• Yoga
• Deep Breathing
• Beach time
By the way: Don’t Forget About…
• Traditional Advertising
– Newspapers
– Radio
– Flyers/Posters
Guerilla Marketing Techniques –
100s of Ideas..
• Graphic Arts Students to design Market Flyer/poster (or a
local artist
• Kids Booth Activities – staffed by older kids
• Demonstrations/Unique Displays
• Rotating Booths … change it up; different vendors, bring
different shoppers
• Partnerships/collaborations/sponsorships – off season event
involvement
• Turning “negatives” into Positives
– Example: No Dogs in the Market @ Manzanita
Ways to Evaluate Your Marketing – ASK!
• Surveys – Vendors, Shoppers, Community
• Survey Monkey; online & at Market
• Dot Surveys
• OFMA Resources; OSU Resources
Information Overload?
• Identify staff, volunteer, board members w/ a knack for
marketing
• Divide & Conquer – You don’t have to do it all…
• But, you do have to “Just Do It”… and Keep Doing it… & do it
over and over again.
Questions?