Effective Marketing Strategies for Beginner Farmers
Comprehensive presentation template for beginner farmers on profitable meat marketing strategies developed by NC Choices and project partners. The content covers understanding consumer needs, developing products, marketing process, audience identification, measuring marketing effectiveness, customer differentiation, and decoding customer queries. The focus is on improving sales efficiency and maximizing profitability through strategic marketing decisions.
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Beginner Farmer Resources Profitable Meat Marketing Strategy Part I This presentation template was developed by NC Choices and project partners to be shared in full for educational purposes. NC Choices, funders, and project partners are not responsible for content selected or adapted outside of the original slide deck presentation. The project is supported by the Beginning Farmer and Rancher Development Program competitive grant no. 2018- 70017-28550 of the USDA National Institute of Food and Agriculture.
Beginner Farmer Resources Marketing is the process of: Understanding what the consumer wants, developing the product, and getting it to them. Marketing is NOT: the craft of misleading people to get them to buy something. Marketing is NOT just advertising.
Beginner Farmer Resources Audience ID Direction Marketing Plan: Marketing Strategy Feasibility Sales projections Demand Trends Competition Market Research Objectives Communication Objective Audience Budget Action!
Beginner Farmer Resources We can measure and improve our marketing We can measure and improve our marketing effectiveness (efficiency) effectiveness (efficiency) Gross sales/ Hour & Dollars spent on marketing This rate can be improved in two ways: Maintain sales level with less time input Generate greater sales in the same amount of time
Beginner Farmer Resources At each choice, ask why? Grocery Store Your booth Farmers Market Other booths
Beginner Farmer Resources Each customer has different: Each customer has different: Needs Needs I need carrots. Motivations Motivations Desires Desires I want to support local farms & avoid pesticides. I want red-cored chantenay carrots for my dinner party. Buying habits Buying habits I don t have time to stop at the farmers market for just one thing.
Beginner Farmer Resources What do customers want? Decode their questions Customer: Customer: Is your farm organic? grass-fed? free-range? What are they reallyasking? What do they care about?
Beginner Farmer Resources Local food buyers: Who are they? Understand your target customers to better reach and serve them. Four Main Groups of Local Meat Buyers Four Main Groups of Local Meat Buyers Foodie/ Locavore Enthusiasts- experience driven. Social Cause /Personal Health-cause driven. Traditional buyers- price driven. Ethnic/Religious-culturally driven.
Beginner Farmer Resources Strategy Development Let s develop your farm s message and your basic marketing strategy. WHY? WHY? Focuses your message & identity. Make your marketing labor most effective. Differentiates and positions your farm. Attracts your target customers. Allows you to serve customers better. What will the future bring?
Beginner Farmer Resources Strategy Development Our farm raises claims/product(s) for target customers who activity/demographic/behavior. Impacts production and marketing decisions. Impacts production and marketing decisions.
Beginner Farmer Resources Strategy Development Brainstorm Activity! How would busy working moms on a budget like to buy sausage? What kind of sausage? Fresh or frozen? Spicy? Bulk with home delivery?
Beginner Farmer Resources Example: The humble carrot Large Chain Grocery store Orange, large, bagged, 2 lb. bags. Bolero Local Natural Foods Store Rainbow bunches, tops on, 1 lb. bunches Rainbow mix Seniors paying with nutrition checks Small bunches, thin, orange. Romance Juicers & Health Fanatics Super clean, 5 lb. bags, topped. Seconds! Purple Chefs at small restaurants with farm names on the menu. Fancy varieties, by the lb., order minimum Atlas
Beginner Farmer Resources The default strategy sentence: We sell whatever we have to anyone who will buy it. Concentrate on exact, specific goals. Develop the BEST way to reach goals. STRATEGY AUTO PILOT Example: Provide free hors d oeuvres at tasting night at the wine shop.
Beginner Farmer Resources Strategy Development Reality Check! Your marketing strategy directs your decisions, consciously, based on your target market s preferences (needs, motivations, desires, and buying habits). Your strategy sentence is not for your brochure! The outward appearance of your marketing will not seem unusual to ordinary consumers. You won t alienate non-target consumers.
Beginner Farmer Resources TO DO LIST: Talk with team, write strategy sentence. Marketing Plan: Audience ID Direction Marketing Strategy Market Research Feasibility Demand Trends Competition Objectives Communication Objective Budget Action!
Resources Cornell Smart Marketing Series October 2017 https://dyson.cornell.edu/outreach/smart- marketing-newsletter.html Search Cornell Smart Marketing
