Agriculture Reference
In-Depth Information
Although you may need a commercial website designer's assistance, creating
and maintaining a simple and effective farm sales website is fairly inexpens-
ive. Shop around, and obtain referrals from other retailers that have effective
websites. If you sell only wholesale to local packing houses and cooperatives,
you do not need to have a website.
Regardless of your marketing strategy, you will need to use some form of
promotion to make your enterprise successful. This portion of your market-
ing program may be as simple as paying a personal visit to a packing house
buyer or placing a hand-lettered sign by your driveway or roadside stand. Or
it might involve formal advertisements in newspapers or on the radio. You
will probably find that word-of-mouth advertising by satisfied customers is
the most effective promotion. That is why it is important that every custom-
er feels good about having worked with you, whether he or she buys any-
thing or not.
While most enterprises depend on advertising for success, it is also an
area where you can waste money. Before you start advertising, specifically
identify your target population — the people who are most likely to buy your
products. Then examine the various ways that you can reach that specific
population with your message.
Where and how you sell your goods will greatly influence how you advert-
ise. For example, if you plan to sell directly to local packing houses, food co-
operatives, restaurants, and stores, it would be pointless for you to invest in
radio or newspaper ads. Your best advertising strategy would be to make dir-
ect, personal contact, possibly preceded by a letter of introduction and a re-
quest for a meeting. The same strategy applies if you plan to sell your goods
through a broker on the wholesale market. With this type of marketing, you
target specific buyers. If you are new to an area and want to wholesale-mar-
ket locally, you can identify potential clients by using an online or printed
telephone directory or by visiting the chamber of commerce. Other estab-
lished fruit growers are an excellent source of information.
If your goal is to market directly to local consumers, you will probably
find that satisfied customers are your best promoters. To get started, road-
