Agriculture Reference
In-Depth Information
4.
Brand the business in the sightline
Branding a farmers' market stall is something that is important. The business
needs to get 'mind recognition' in the consumer's brain and this can only be
achieved by maintaining a consistent image.
Everyone can describe a McDonald's hamburger outlet even if they have
not been inside one. Consumers should be able to do the same concerning a
farmers' market stall.
Where you place the business name is critical. Stallholders want the
customer's eye to stop at the back of the stall. They do not want the eye to
wander into the background, especially if the stall backs on to other stalls
or shops. This backdrop position is an ideal place to promote the brand. It
should not reflect the same style type as a supermarket, although it is equally
as important to put the business branding in front of the customer.
This may be the company name or what the producer does. Pictures are
stronger than words, ideally a stallholder should not make it look similar to
the glossy photography that is now being used in supermarkets. Branding is
equally important and should reflect the company's beliefs and style.
5.
Three-benefits signs grow sales
Take a walk around a farmers' market the next time one is open and look at
the signage. One of the easiest ways of increasing sales in a farmers' market
is to change the way signs are written.
There has been a tremendous amount of research carried out into what
signs work and what signs do not work. Alas, many farmers' market stall-
holders assume consumers know more than they do. We were recently at a
farmers' market and saw a sign that just said 'Yukon Gold'. Imagine how
confused some consumers are when faced with Yukon Gold, Tomatillos,
Daikon or Cassava and all they are told is the price.
In order to make a sale, a product sign should tell consumers the name of
the product, three benefits and the price. Three benefits is enough; do not give
any more information or consumers will become confused. The stallholder
has less than 10 seconds for the consumer to take in the message of a sign.
Research indicates the sign should be written in lower case without
joined up letters. It is easier for consumers to read that way. Do not write the
sign in red ink as red is often associated with cheapness and that is the last
message that should be portrayed to the consumer.
6.
Tastings are essential
Having a tasting session at a farmers' market is one of those non-negotiable
rules of retailing in this industry.
Research reported in our topic
Just About Everything a Retail Manager Needs to
Know
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showed that in the food industry 70% of consumers will sample food that
is offered by a professional food demonstrator. If a business positions the demon-
strator strategically next to the stall, 30% of those that taste will buy. That is an excel-
lent conversion rate by anyone's standards. Tasting should start, from a consumer's
perspective, about one-third of the way through a shopping experience. Therefore
the location of a tasting stall in the market is critical. The consumer needs to take
in the ambience of the market and feel comfortable before they start tasting.
