What are the Traditional Marketing Methods Used Currently at Farmer's Markets
Due to the old fashioned nature of farmer's markets, very few innovative marketing methods are implemented. The main example of marketing methods include:
- Advertisements in local newspapers
- Online advertisements
- Social advertisements - Word-of-Mouth
- Radio advertisements
Do's and Don'ts of Marketing at a Farmer's Market
There are multiple ways to promote a business at a farmer's market. Whether that be through traditional methods or the implementation of new technology. The article by for Modern Farmer (Friesema, 2017) provides a list of the recommended steps required in order to successfully advertise and market the business. These steps include:
- Make the name of the business the centrepiece of the campaign
- Label produce and products correctly to avoid confusion
- On physical displays, ensure that the contrasting colours are effectively placed within the display to entice customers and gauge interest
- Create a nice environment for the customer to interact with
- Using bright colours will make photographs not as effective as they could be as the colour provide a specific mood
- Use untrained or newly appointed staff without proper training as being unable to provide information when requested can convey a negative image
- Perhaps the most import rule, Do not forget the name of a regular customer! This can break relationships and result in the customer not engaging with the business as much as they used to
Using Social Proof to Increase Sales
Social proof is a psychological phenomenon where people conform to the actions of others under the assumption that those actions are reflective of the correct behaviour (Fernandez, 2016).
Social proof is an effective mechanism that is used to increase conversion rates in customers who are not easily convinced and need more reassurance that their investment is worthwhile. Studies suggest that almost 70% of online consumers look at a products review before making a purchase (Fernandez, 2016).
The link below will provide a full list and explanations of how social proof can increase conversion rates.
Providing Personalised Content
There are a number of reasons why providing personalised content is more beneficial for businesses. These are highlighted in an article for Digital Marketing Magazine (Keller, 2017). These benefits include:
1) Consumers are more likely to buy from the business
Figures in this article show that personalised content directly influences sales. Personalised content can refer to specific deals and offers based on a users previous purchasing history and location. Not only does it allow a business to deliver specific content to it's customers, it also shows a sense of care and interest in the customers actvities.
2) Allows a business to stand out and become individual
Standing out from the competition is becoming increasingly important for modern businesses as it will make them more competitive and ultimately, drive influence and increase sales. The content that the business provides is no longer enough to maintain customer relationships as all businesses can provide high quality content. By providing personalised content, this will show potential and existing customers that the business is ahead of the game and is willing to go the extra mile for it's customers.
3) Creates a better image and identity
Creating a quality customer experience is the most important goal in modern business. If the experience is not there or a customer does not feel appreciated, they will not continue to engage with the business. Providing personalised content will is one method of creating a better image as again, it will give customers the impression that the business cares about it's customers and wants the customer to know how much the business appreciates them.
4) Consumers will be more likely to pay more for personalised content
A study from the Content Marketing Institute suggests that customers are more likely to pay more money for personalised content. The more personalised content and better the experience, the greater the customers willingness to spend more money. If the personalised content is delivered effectively, the investment will eventually pay for itself.
Real Time Content: Why is it Better?
Being able to track things in real time in very important in modern business as it allows an organisation to capitalise on current trends and popular products. This way, the organisation can drive influence in certain products to increase brand awareness and sales. If an organisation rely on traditional marketing methods, it can be argued that the business will not be able to continue operating as they will not be able to keep up with the evolving market.
Customer Relationship Management (CRM)
A Customer Relationship System is a series of strategies, practices and technologies that can be utilised to track customer interactions with the business or through a products life cycle (Rouse, 2014). The analysed data can be used to assist in:
- Improving relationships with customers
- Communications between businesses and customers
- Retaining customers
- Driving sales
More detailed information about the functionality and usage of a CRM can be found by following the link below. Based on the information within the article, this would be an ideal system to implement in to the assessment as it could be used for a range of purposes and provide new opportunities.
Customer Journey Mapping
When a customer performs an interaction with a business, the steps taken to achieve this interaction can be recorded. Customer Journey Mapping is a framework that is used to track the steps that a customer takes when making a purchase which will enable the organisation to improve its customer experience by highlighting all the touch points between the business and customers (Customer Champions Ltd, 2012).
This will allow the business to analyse and review each customer interaction to determine if any areas need improvement to make the interaction better which will make the experience better for the customers.
IKEA Customer Journey Mapping (Uxeria, 2017)
Customer Journey Mapping in Regards to a Farmer's Market
1) Arrive at Farmers Market
Different methods of transport may be used (Car, bike, bus etc. - Knowledge of facilities available)
2) Walk around
Map would make locating specific stalls easier (familiarity)
3) Approach Stall
Customers may approach a stall with items that are appealing
4) View products/produce
Easier to view if customer is familiar with products (customer awareness)
5) Converse with Vendor
Customers may engage in conversation with the vendor (Build a trust relationship - more sales/customer retention)
6) Acquire products/produce of interest
May end up buying things that are not necessarily needed, but vendor made them feel comfortable (Customer retention)
7) Purchase Items
Vendors may not facilitate card payments (problem as could result in lose of sale)
8) Leave Stall
Leave either satisfied with purchased goods or upset with no goods due to lack of payment facilities
Generating Interest with the Audience
Generating interest is one of the main objectives for any business. Getting customers excited about products and services will encourage more interactions with the business which increase sales exponentially. Generating interest can be achieved in many different ways. In regards to the assessment, one way in which a business could generate interest is through hosting events.
Specifically, if a fruit and vegetable stall is trying to increase interest, a "Grow Your Own..." publicity campaign event in which potential customers can come and grow their own produce.
This may be an effective approach for people who have young children as the children would be interested in planting vegetables. This could potentially increase the initial amount of interest in the stall and which could increase sales as potential customers may want to sample the produce previously grown by other patrons.
Furthermore, once the produce has been planted, by giving the guarantee that the produce will be looked after until it has fully grown which will encourage the customer to come back to collect the grown produce will further encourage customer to interact with the business. If satisfaction levels are high, this will make customers more incline to interact with the business in the future.
Also, many local people may agree with this as it does promote the growth of local produce so people may purchase goods regularly based on their moral standpoint.
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is a series of strategies and methodologies that are used to increase the amount of visitors to a website and to improve the sites visibility on search engines via the effective use of words and phrases that are relevant to the site. By ensuring that any links within the website link correctly, this can increase the website visibility further and ensure that more people have access to the site (Robinson, 2017).