Advertising

Advertising is the main function performed externally, off premises, to inform and entice customers to visit the business. Advertising is communicating with customers clearly, and motivating them to visit the market. It then becomes the marketer's job to stimulate customers at the point of sale to purchase various products and services. The type of advertising program will vary, depending to a large extent on the sales goals established by the firm, its location, and competitive situation. Identify customer wants and needs before launching an advertising program. A number of advertising firms encourage their clientele to establish a demographic, geographic, and psychographic profile of the customer. Some of this information can be taken directly from the marketing plan. The remainder is determined by customers' wants and needs. Consider the services of a professional advertising firm or attend classes offered on advertising. Sometimes the best form of advertising is free.

Establish realistic goals when advertising. The goals may be to increase customer awareness, to increase walk-in traffic, to introduce a new product line or service, and to increase sales. Get to know the target customer. Place ads in the media that customers read, watch, and listen to. This will help prevent wasting advertising dollars.

Different Advertising Media

Signage -- exterior and interior. Generally creates the customer's first impression. Should be designed to capture the unique images of the farm market.

Flyers -- Convenient for passing out in local neighborhoods.

Newspapers -- Classified or 1/8, 1/4, 1/2-page advertisements.

Billboards -- The use of billboards generally requires the advice and consultation of a professional advertising firm.

Sponsorship of community events/programs. Usually done so that a participating firm can promote the specific business.

Radio -- Introducing a new, specific or special season.

Cable television -- Generally less costly than conventional programming.

Direct Mail -- Often used to remind customers about the opening of a seasonal market, availability of specific products, beginning of a U-pick season, etc.

Weekly shopper's guides.

Newspaper inserts.

Word of mouth.

Promotion

Attracting new customers is important, and keeping them is a top priority. Promotion refers to all activities that encourage increased sales or enhance the image of a product or business. Promotion includes paid forms of communication plus other efforts to increase public good will. Promoting the market is a year-round activity that takes place both on and off the premises.

Examples of Promotional Programs

Providing the service of hosting birthday parties and/or company picnics

Conducting preferred buyers clubs

Providing coupons and merchandising their use

Assisting with local school promotions

Conducting tours for small school age children

Conducting contests (best recipe, best art work, best essay, to name a few)

Taking advantage of public relations opportunities

Making television appearances

Giving talks and lectures explaining farm retail marketing

Conducting educational clinics on the premises

Using attractive, professionally done vehicle signs

Using special mailings to provide timely information to consumers

Incorporating "special promotions" (special of the week, bargain counter, pumpkin growing contests, messages on truck bodies, coupons)

Making T-shirts with your company's name available for sale to the public

Providing the customer with an information/suggestion box

Using the creative talents of employees to develop appealing displays and eye-catching exhibits

Exhibiting at trade shows to advertise the business, available products and services

Communication

Communication in merchandising is the transferring of information from one person to another to increase sales and satisfaction. Many market operators fail to effectively communicate with customers by not adequately using informative signs and printed materials throughout sales and display areas. The need for informative signs is more acute during busy periods when there is less time for personal contact. An informed customer is motivated to buy.

Suggestions for Improving Communication

Display business hours prominently at the entrance and/or checkout.

Indicate off-limit areas with appropriate signs.

Use signs to advertise services.

Mark sold merchandise clearly.

Clearly publicize the market's guarantee policy to avoid misunderstandings.

Clearly indicate those items not for sale.

Use signs to indicate policy on the handling of products.

Identify employees with uniforms, aprons, shirts, and/or name tags.

Advertise available gift certificates.

Use suggestion boxes to obtain customer feedback.

Properly indicate if credit cards are accepted.

Make sure all signage is clearly visible to the customer.

Keep signs and printed messages simple.

Provide for ample take-home information.

Ten Points for Successful Merchandising

1. Create and establish a favorable image for your business.
2. Publicize the farm retail market by using meaningful and effective promotional programs.
3. Attract customers through effective advertising.
4. Plan the market layout to facilitate customers, product stocking, and maximizing sales.
5. Stimulate sales through creative displays.
6. View the marketing mix in terms of sales opportunities.
7. Employ labels and signs as a silent sales force. Price mark each item to inform and stimulate sales.
8. Price mark each item to inform and stimulate sales.
9. Evaluate customer service and product offerings through the eyes of the customer.
10. Consider an informed person as your best customer.

 

[Back]    [Next]