Experience Marketing

Experience marketing was popularized in retail marketing during the 1990's. In farm retail marketing, experience marketing dates back to the 1970's. Farm marketing involves several forms for selling direct from the farmer to the consumer and in many cases involves a total market experience. Roadside markets comprise the largest category for direct marketing operations. Other types of direct farm retail market alternatives include the on-farm u-pick operation, the off-farm farmers' market, tailgate marketing, community supported agriculture, mail order, and entertainment farming (Appendix A). Practically all of the direct farm retail marketing alternatives available for consideration and existing operations involve experience marketing.

During the 1980's, entertainment farming gained in popularity among direct markets and the consumer. Farmers are able to capture the essence of the farm atmosphere while incorporating entertaining activities for the entire family. Many direct markets offer a variety of the following experiences: farm tours, hayrides, pie-eating contests, scarecrow making, craft, antique car, and art shows, corn maize', hosting birthday parties, corporate picnics, u-pick strawberries, pumpkins, and choose 'n cut tree operations, providing value added products, etc. are among the many activities that provide customers with an enjoyable outing and a memorable experience. Creative entrepreneurs can improve their profits by focusing on ways to incorporate experience marketing into their farm retail
market operations.

The Future of Farm Retail Marketing

Farm retail marketing requires continual improvement, the same as any other kind of retail marketing. Various aspects of farm retail marketing have a promising future well into the next decade and beyond. This is particularly true in agricultural areas that are becoming increasingly urban. In many areas, farm retail marketing is contributing to the overall enhancement of the quality of life. In many cases the farm market helps to
preserve open space. The consuming public seems to favor the farm market and the ambiance of buying fresh farm products directly from the farmer.

Farm retail marketing promises a viable income to the farm family that wants to continue farming, yet needs to increase net returns. Farm marketing has also proven to be a way for the farm family to bring the next generation into the operation.

Farm retail marketing offers an opportunity to farm operators that want to offer a unique product or a service to the consuming public. The uniqueness can center-around the farm, an orchard, a barn, or farming as a way of life. Farm marketing allows the farmer to capture that uniqueness and sell products, services, and/or entertainment directly to the public. For the farmer who has historically sold via wholesale marketing avenues, a well-planned venture into direct marketing can greatly increase profits.

Direct Marketing Offers a Unique Opportunity

Many farm operators have an opportunity to offer the public something unique. For example, the uniqueness can center around the farm, an orchard, a barn, or farming as a way of life. Farm retail marketing allows the farmer to capture that uniqueness and sell products, services, and/or entertainment directly to the public. For the farmer who has historically sold via wholesale marketing avenues, a well-planned venture into direct marketing can greatly increase profits.