Building a Solid Foundation
Producers should consider their marketing strategies as the agricultural market continues to grow and evolve. A promising strategy producers have seen is the use of direct marketing. As the name suggests, direct marketing involves selling agricultural products directly to the public, bypassing retailers. This is a great way to add another channel of income for operations.
There are a few types of direct marketing out there, so finding what best fits the operation and consumer base is essential. A few options include farmers’ markets, farm stands, on-site and online sales. These types of markets can allow the producers to have more control over the product price, allow for immediate feedback, and grow producer-consumer relationships.
The United States Department of Agriculture National Agriculture Statistics Service found that from 2015 to 2020, direct farm sales increased by 3%. It was also reported in 2020 that 33% of the $9 billion made from local edible commodities came from direct-to-consumer sales. This list also included retailers, institutions, and intermediaries.
Starting direct marketing can seem daunting, but creating a plan can make a clear path. There are two ways to do this: working with a marketing company or building the plan yourself. Working with a marketing company can allow you to work with someone experienced in making these plans and can bring your vision to life. Creating these plans yourself can allow for more control and creativity over the process. Both options present opportunities for producers, and deciding what works best for you depends on the operations situation and resources.
When starting direct marketing, here are three points to keep in mind, know your audience, create a strong brand, and develop a user-friendly website. Let’s dive into each of these individually.
Knowing your audience means understanding your customers, who they are, and what they want. Knowing this will help be the basis for the rest of your marketing. If your audience is local customers, you would market to them differently than if they were chefs. Finding that target audience helps you tailor your operations marketing, making them more effective and relevant.
Creating a strong brand is pivotal if you want your audience to recognize who your operation is. A few key components in having an identifiable brand are having a logo, clear messaging, and consistent color schemes. Building a style guide to house this information will be helpful to reference and allow everyone working on marketing materials to stay on brand.
Lastly, developing a user-friendly website. Having a professional and easily accessible website is essential in the digital age. This is where your audience will find your products, pricing, and the who and what of your operation. A website could also be another channel for sales. If technology is not your forte, outsourcing a marketing company to build and maintain your operations website could benefit your brand.
Starting all of these might be a lot in the beginning, but each of these will provide a solid foundation for the growth of your direct marketing game.
