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 Ohio State University
Abo bout ut th the se e seri ries es 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.
Why Thi Why Think nk Li Like e A Retai aile ler? r? • Increased number of farmers markets • Consumers have more retail choices • Vendors have more market choices
Think Like a Retailer An overview for Farmers’ Markets Eric Barrett
Branding from last Session • Be sure to watch this webinar! • Branding is the start of your visual identity – It’s how customers see your market – It’s how vendors see your market – And determines their future with you
Our mission • To give you an Edge in the marketplace • By going beyond what you think of as a brand – Everything you see – Everything you miss
Retailing 101
Retailing 101 • Is your shopping experience up to par in today’s marketplace?
The big guys are copying! • Have you checked them out? • How can you continue to differentiate?
Retail Trends • Social media rules – Pinterest/Twitter - Recipes • Technology rules – Smart phones • Try here, buy on-line – We can avoid this, right? • Relationship marketing – The old, “new customers are too expensive” • Entertainment – Interactive
Food Trends • Convenience/snacking • Healthfulness • Local • Men are shopping more • Boomers control ½ of food dollars by 2015
Implementation! • Show your vendors! • Make “Snack” a common word • Ideas?!!
YOU have an edge, right? • Authentic – Talk to the farmer – Ask how it was grown
Competition
What are they using? • Farm stand like displays • Hyper local sourcing • Constant connections with customers – Social media, sampling, logos on bags… • Sales tactics – Customer loyalty, incentives, sales… • Why is it working? – Location, convenience, image
Activity • Get started now! • Homework • Analyze – Competition – Market – Vendors
Example: Whole Foods 1 st wow outside Looks like a farmers market! Cool! 1 st 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 Holiday table – flowers, food, coffee Bundled items Avacados, tomatoes, cilantro, onions Most memorable part of visit unique items, vastness, produce! Most memorable ‘item’ Blood oranges
But, it’s not that easy • We are more than our competition!
Product
Products – what are you selling?
Why do people buy cars? We assume… Safety To get somewhere ?Really? Satisfaction Status Speed Style Cup holders! Etc…
Peppers
Quality in Direct Marketing • Varieties are different • Quality is different • Vendors must comply • How do customers use it? • Why does it taste better? – Tomatoes • Sprinkle Salt, Drizzle oil, refrigerate for 30 minutes? • Compare yours to others. • go.osu.edu/producequality
Product Mix
Vendor Gap Analysis
Vendor Gap Analysis • Where must we set limits? • Full Time – Seasonal – Part Time • Where at the opportunities (holes)? Vendor Tomatoes Tomatoes Tomatoes Sweet Berries Stone Pome Value Dairy Eggs Root Greens Early peak Heirloom Corn Fruit Fruit Added Cheese Crops x x ABC Farm x x x DEF Farm x x GHI Farm x x JKL Farm x X X XYZ Farm
Seasonality • Are grocery stores seasonal? • Have CSAs eliminated seasons? • High Tunnels? • You MUST engage all winter – Recipe of the week – Local partner of the week – Staying local in winter – Cooperative ordering – Farmer profiles
Whitehousefruitfarm.com – year round
Customer Focus
Who are they? • Usual - ‘women 25 - 44’ & some boomers • Is this still true? • Are you noticing more men? • What are their preferences? – Market day/time – With their children? – In a hurry?
Why are the coming? • Pre-conceived concept of a market – You MUST meet, exceed their expectations • Delightment – Foodies – Be careful of carnival • They feel important – A genuine welcome – Convenient parking – Thank you’s after sale • Beyond product
Why are they staying? Returning? • Loyalty • You are reminding them! – Clip board sign ups – Group.me app for texting – Social media – Business cards, etc. – Refrigerator magnets • Constant communication – Build the brand
http://farmfanapp.com Prices start @ $38/month
Other Options for Markets/Farmers • Worth the price! – Know the challenges – Trial on whatever you try • Group Texting, Posting – Group.me – Twitter, Facebook • Define your own rewards
Site & Layout • Layout is NOT just for farmers • Part of delightment • Keeps mind on purchasing • Where am I?
Site & Layout • How do customers move? – To the right! – Towards interests • What is the best spot? – Are you charging more for it? – And…maybe less for worst one • You are agile! – Try something different – You can always to back…
Putting it all together
Your Homework • Go beyond competition • Analyze your own operation
• Rome wasn’t built in a day…
Resources • Listed on the Farmers Market Coalition site • Other information from me:
Thank you! barrett.90@osu.edu follow our team blog u.osu.edu/directmarketing
Questions? 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 farmersmarketcoalition.org pasafarming.org
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