Marketing & Promotion
Time? - or - Money?
Time? - or - Money?
 Market staff, vendors, volunteers
 Lead individual or committee
 Funds and budget
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 ads
rack cards, posters, etc.
mailings, e-newsletters, etc.
market signs, banners, billboards
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
event
partnerships
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
$ MONEY
 volunteers
vendor fees
 community
partners
market
sponsors
 vendor
involvement
grant
funding
Measuring success
 Customer counts
 Vendor sales reports
Comments, questions, concerns