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Advertising and Promotion ADVERTISING AND How much should you spend? It is con- sidered good business in retail marketing PROMOTION to spend 2 to 3 percent of gross sales for advertising. A 1985 survey of direct farm by Douglas Dunn1 marketers in the mid-Atlantic states showed that producers spent an average of 3 percent of sales on advertising. You may find you cannot afford to do as much advertising as you would like. Therefore, it is important to set priorities. A scattered shotgun approach with limited funds usu- ally ends up with poor results. It is impor- tant to plan your advertising program, ou may have the finest product otherwise you may fritter away your hard and the most attractive prices, earned dollars. Know your targeted cus- Ybut if potential customers don’t tomers and direct your appeals to them. know about your business, your chances Be honest and factual. of success are limited. Advertising and promotion refer to activities undertaken On-farm and roadside markets with that to increase sales or enhance the image “something special” usually build their of a product or business. Advertising is merchandising program around a distin- used primarily to inform the potential guishing trademark—a unique sign, dis- customer of (1) the availability of prod- play, atmosphere or building design. Ad- ucts or services, (2) when they are in vertising is easier to remember and more season, (3) where you are located and appealing when backed up by a unique, (4) anything special about your product. easily illustratable business name or slo- Promotional activities are important for gan that clearly and concisely states the maintaining customer traffic throughout nature of the business and/or the prin- the market season—used early in the ciple products sold, e.g., WILBER’S WA- season to draw customers to your busi- TERMELONS, APPLE ANNE’S—Fruit, ness and during the season to maintain Cider, Bakery Goods, RATZLAFF’S customer traffic levels during slow peri- CHEMICAL FREE PRODUCE. Avoid ods. creative names that may serve to con- fuse your potential customer. Many suc- Unfortunately, the benefits of advertising cessful on-farm businesses carry the and promotion for direct farm marketers owner’s name, creating a more intimate have yet to be consistently demonstrated. and sincere relationship with the con- Promotion of farm products appears to sumer. be effective in some cases, but not in others. The potential for successful In the summer of 1993, a survey was advertising and promotion is increased undertaken of the fresh farm produce when products are clearly differentiated, outlets in Cochise County, Arizona. Visi- are of exceptionally high quality, are very tors were asked how they learned about seasonal in nature or are new offerings. the direct farm market they were patron- Research conducted on direct farm mar- izing. A similar survey was completed in keting indicates that advertising, with Michigan. The results, summarized as emphasis on product freshness and qual- follows, give some indication of the effec- ity, is more likely to move produce than tiveness of different promotional activi- price cutting. ties. Advertising and Promotion 1995 1 How did you learn about this fresh farm outlet? • Recipes and cooking ideas. Arizona Michigan • How to get to other farm outlets and community points of inter- Word-of-mouth; from friends or family 45.4% 51% est. Newspaper articles 14.6% n.a. Roadside signs 10.6% 21% Build repeat customers through Media advertising 9.3% 10% customer satisfaction. Inquire into “Fresh Farm produce” brochure 3.4% n.a. the customer’s needs. Seek sug- Travel information centers n.a. 3% gestions for improvement. If visi- From other producers/businesses 4.2% n.a. tors have a bad experience or don’t find what they were looking Have you seen/heard the following advertisements? for, they not only don’t return, but will also tell others where not to Arizona stop. Roadside signage 68% Newspaper articles 49% Maintain a guest register or ask Newspaper advertising 48% customers to fill out a pre-printed “Fresh Farm Produce” brochure 34% card. Then mail them a postcard Radio advertising 11% or flier at the start of next year’s T.V. coverage 9% season thanking them for their business, indicating when differ- ent produce will be available and Let’s now look at each of these promo- inviting them back. Hopefully they tional activities and how they might be will also bring others. Consider used in your enterprise. To help you having customers register directly evaluate these advertising options, first on to a postcard. Later, print your ask yourself: Why am I considering doing message on the reverse side. This this? What is it suppose to do? What are can save you a lot of time. my goals? Then seek feedback from your customers, particularly new customers, 2. Media coverage as to how they heard about you, to deter- mine which advertising media was most The fresh farm produce outlets in effective. the Willcox, Arizona area have been particularly successful in gen- 1. Word-of-mouth erating and receiving news cover- age in local and regional newspa- What can you do to help your present pers and television. Not only has customers spread the word? Pro- this media coverage been very vide visitors with your business card. effective in promoting the outlets, Include fliers or coupons with each it is free. The direct farm market- purchase and ask your customers to ers in an area should consider pass them on to family and friends. banding together to generate me- Develop and distribute “point of pur- dia publicity. Name (contract with) chase” marketing materials and dis- a publicist to develop media op- plays: portunities and systematically gen- erate positive publicity for the • A “Fresh Farm Produce” buyers’ area’s direct farm marketing out- guide and map (discussed later). lets. This might be done through the local Chamber of Commerce. • Information on “how to” pick, re- Organize a media tour of area duce spoilage, can, freeze, dry outlets. Invite the media to special produce, etc. events. Advertising and Promotion 1995 2 3. Roadside signs a. Classified ads in the food or for sale sections of the Want Ads of Road side signs are a particularly local and regional newspapers: important information source once The ad should indicate what is travelers are near your business or for sale, when and where. Most event. Road side signs can be hin- direct farm marketers do not ad- drances if they are not done profes- vertise price. sionally and kept well maintained. If signs are unattractive, hard to read, b. Display ads in the entertainment home painted and unkept, your op- or food section or in special eration is likely to start with a bad supplements of regional news- impression. papers: Such ads should be attractively designed and easy The entrance to you business should to read, with a limited number of be clearly marked with a pull-off area words and a good use of white on each side of the road. Your initial space. Incorporate a trademark road sign should, as a rule, be placed or symbol in every ad so that it is at least 2,500 feet from the entrance quickly recognized by your regu- to your business to allow travelers a lar customers. The advertising safe stopping distance. Then place department of the newspaper several advance road signs out from can help you plan a layout. Since your initial sign that state the dis- such ads are more expensive, tance to your business, e.g., JONES’ cooperative funding should be PRODUCE, 2 MILES. Signage explored with other area direct should start from the nearest Inter- farm marketers. A group ad will state or major highway and clearly convey to potential customers direct visitors to your business loca- the wide variety of outlets, pro- tion. duce and experiences available, and assure visitors that they are Roadside signs should contain six likely to get what they want if words or less, with a 1 or 2 word focal they make the trip. point to catch the traveler’s interest. Use 7" to 12" letters and a good c. Radio ads: Due to their higher contrast of colors. The most easily cost, spot announcements on read color combinations are black, the radio must be short and to dark blue, bottle green or scarlet the point, 15 to 30 seconds. More red on white, yellow, orange or frequent short announcements green. It is not always the U are believed to reach more size of the letters that make people than less frequent them readable, but the longer ones. Frequent spot space or margins pick announcements can help around them. Create create name recognition. a simple logo, such as the example provided, that pro- d. Place information articles and/ vides easy recognition. or advertising in area shopping guides, tourist publications, com- 4. Media Advertising pany and special interest news- letters targeted to specific audi- There are a number of options for ences, e.g., Garden Clubs, media advertising. Interviews with health food, retirement commu- direct farm marketers indicate that nities, ethnic food. the most commonly used mediums are: e. Yellow pages listing. Advertising and Promotion 1995 3 5. Community brochure/buyers’ customers to you. Make referrals. guide Exchange customers. Help visitors find the products they are looking for. Many rural communities have devel- The Cochise County survey found oped an informational brochure or that many visitors were not aware of directory that lists all direct farm mar- the wide diversity of products avail- keters in the area with a description able at other locations.
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