Worksheet 2.3: Farmers Market Marketing Opportunity Inventory & Analysis

Earned: examples include media interviews and highlights in news media (i.e. mention in news stories)

-Do you work with local media? If so, how do you believe this benefits your market both in terms of customer recognition and also sales at the market?

-If not, why not? Do you not have the skills/ability to write a press release? Do you not know where to send it?

Please use the table below as an example to create a plan for utilizing earned media in your upcoming market season:

What / Who / How / When
Invite local media to your farmers market for a media day / Market Manager / Email followed up by personal invitation / Regularly! Best case is monthly or at least for market kick off and when you have special events
Create a list of all local media (tv, radio, print) who should receive information about your farmers market / Market Manager (or intern/volunteer) / Can be as simple as Excel with columns for contact name, who they work for & contact information / Start during the off-season (or slower season if your market is full time). Revisit each year as there is often turnover
Create & send a press release to your media list / Market Manager (or perhaps market sponsor) / Email / A press release should be sent at least two to three weeks prior to the event
What / Who / How / When

Paid: examples include Facebook ads and other social media, as well as print, radio and television ads. Make sure to set a budget of what you have to spend using your market budget as a tool.

-Do you have a marketing budget for your market? If yes, how much is it and how long is your season? You will want to ensure you have enough to stretch your entire season and always leave a buffer.

-If you don’t have a marketing budget, is it because you don’t have excess funds after other expenses have been covered? This is an opportunity for sponsorship opportunities with community partners.

-Targeted paid marketing can be extremely effective, but you may want to consider working with a professional ad agency especially if you want to go the route of radio and/or television ads due to production costs and cooperative purchasing of air time.

What / Who / Content / When / Cost
Facebook ads / Market manager / Short messaging about the market/call to action / Best for specific timeframe, such as market opening day or special event / Depends on reach of the ad, how long it will run, how many people click on it, etc…
Radio/television ads / You may want to consider working with an ad agency / As visual as possible with short messaging (i.e. market branding of name, tagline, where & when the market operates) / With paid media being “top of mind” is key. You must be in front of the consumer as much as possible. This can be resource intensive, so decide if you are trying to advertise a specific event, such as opening day, or for the market in general / The cost may be more working with a professional, but you will save your time and they can worry about being most efficient with your resources
What / Who / Content / When / Cost

Owned: Website, brochures, booth at market, your market social media presence (Facebook, etc…)

-Does your farmers market have a website? Brochures? Social Media presence?

-A website should be thought of as a static presence that can house your basic farmers market information and point to other information which is updated more frequently, such as social media. It is not difficult to create a website, though it may not look as professional as others, but if you do not have the time or ability to keep it updated on a regular basis then it is better not to have one. There are also on-going costs related to hosting and your website domain name.

-Your social media presence is perhaps your most valuable owned media. Close to 90% of all consumers are now using some form of social media to both communicate with their friends and family, as well as do research prior to purchases. Having a vibrant social media presence, whether it is Instagram, Facebook or Twitter, has become more important than a website. But as with a website (and even more important), if you cannot keep it updated on a weekly or twice a week basis, then do not start doing it since it will be detrimental.

-Market brochures and fliers can be important in helping convey the basics of your market if you will be tabling at community events and/or just to have for market shoppers who have questions. Questions to consider are what content to include, how many to print, how and where to print, and how useful they will be. If you print hundreds of brochures, but then later find them all on the ground or vendors tables then it was a waste of money. It is better to print smaller numbers to see how they are received and if other information should be included so you can make changes more quickly.

What / Who / Content / When / Cost
Facebook / Market manager or intern/volunteer / Call to Action, Did you Know, Farmer Profiles, Recipes / At a minimum weekly, hopefully 2x during the week / Your time, unless boosting posts
Instagram / Market manager or intern/volunteer / Pictures with a message / At a minimum weekly, hopefully 2x during the week / Your time
Market Website / Market manager or intern/volunteer (hopefully with design experience) / Market information (hours/days of operation, list of vendors/products, nutrition programs accepted, recipes, blog, etc…) / Design & launch at the beginning of the season/opening of the market. Update on a regular basis, at least 1-2 times during the season / Design, hosting fees, on-going updates, creation of market logo
Market Brochures/fliers / Market manager or intern/volunteer (hopefully with design experience) / Market information (hours/days of operation, list of vendors/products, nutrition programs accepted, recipes, blog, etc…) / Design & launch at the beginning of the season/opening of the market. Update on a regular basis, at least 1-2 times during the season / Design, printing
What / Who / Content / When / Cost