Thinking like a Retailer March 19, 2014 Welcom ome Moderat ator: - - PowerPoint PPT Presentation
Your ur Edg dge e in in a Ch Changing ging Marketplace tplace: : Thinking like a Retailer March 19, 2014 Welcom ome Moderat ator: : Brian Moyer Penn State University Extension Prese senter er: : Eric Barrett Extension Educator
Your ur Edg dge e in in a Ch Changing ging Marketplace tplace: :
Thinking like a Retailer
March 19, 2014
Moderat ator: :
Brian Moyer Penn State University Extension
Prese senter er: :
Eric Barrett Extension Educator Ohio State University
Help farmers markets strengthen their position in the marketplace by understanding the characteristics of their customer base; building a brand worthy of community support; and staying competitive in a rapidly evolving local food scene.
An overview for Farmers’ Markets
Eric Barrett
– It’s how customers see your market – It’s how vendors see your market – And determines their future with you
– Everything you see – Everything you miss
today’s marketplace?
– Pinterest/Twitter - Recipes
– Smart phones
– We can avoid this, right?
– The old, “new customers are too expensive”
– Interactive
food dollars by 2015
– Social media, sampling, logos on bags…
– Customer loyalty, incentives, sales…
– Location, convenience, image
– Competition – Market – Vendors
Example: Whole Foods 1st wow outside Looks like a farmers market! Cool! 1st thing seen inside Produce, produce, unique produce Logo appearances Every sign, pricing sticker, napkins First friendly hello Produce stock person Employees wearing… Aprons, solid color w/logo Visible Prices, Sales Clearly marked prices, yes sale items Displays Bright, colorful, full, farmer bios Bundled items Holiday table – flowers, food, coffee Avacados, tomatoes, cilantro, onions Most memorable part of visit unique items, vastness, produce! Most memorable ‘item’ Blood oranges
Products – what are you selling?
We assume… Safety To get somewhere ?Really? Satisfaction Status Speed Style Cup holders! Etc…
– Tomatoes
Vendor
Tomatoes Early Tomatoes peak Tomatoes Heirloom Sweet Corn Berries Stone Fruit Pome Fruit Value Added Dairy Cheese Eggs Root Crops Greens
ABC Farm
x x
DEF Farm
x x x
GHI Farm
x x
JKL Farm
x x
XYZ Farm
x X X
– Recipe of the week – Local partner of the week – Staying local in winter – Cooperative ordering – Farmer profiles
Whitehousefruitfarm.com – year round
– Market day/time – With their children? – In a hurry?
– You MUST meet, exceed their expectations
– Foodies – Be careful of carnival
– A genuine welcome – Convenient parking – Thank you’s after sale
Why are they staying? Returning?
– Clip board sign ups – Group.me app for texting – Social media – Business cards, etc. – Refrigerator magnets
– Build the brand
Prices start @ $38/month
http://farmfanapp.com
Other Options for Markets/Farmers
– Know the challenges – Trial on whatever you try
– Group.me – Twitter, Facebook
farmers
– To the right! – Towards interests
– Are you charging more for it? – And…maybe less for worst one
– Try something different – You can always to back…
competition
wasn’t built in a day…
barrett.90@osu.edu follow our team blog u.osu.edu/directmarketing
Questions?
farmersmarketcoalition.org pasafarming.org
Eric Barrett, Ohio State University
barrett.90@osu.edu | 330-533-5538 u.osu.edu/directmarketing
Brian Moyer, Penn State University
bfm3@psu.edu | 610-391-9840 www.facebook.com/PAfarmmarkets