Agriculture Reference
In-Depth Information
15.
Newsletter
Every business in the world has to do some form of marketing to ensure it
builds loyalty and gets new customers. The best form of traditional mar-
keting that works in a farmers' market is a newsletter. In today's world, this
can be the most effective marketing tool you can use. Ask customers for their
e-mail address and then circulate the newsletter very cheaply.
The newsletter should go out weekly from the market. Keep the news-
letter brief; if it takes longer than 7 minutes to read then it is too long for
today's consumer and it will not be read. According to many retail gurus
the best newsletter in the world comes from Trader Joe's,
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the food retailer
in the USA. Trader Joe's newsletter is a very casual newsletter and is an
ideal model to use as a source of ideas. Another successful newsletter is
from Farrington's Farm Shop in Somerset, UK. Farrington's newsletter
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is produced along a similar style and works exceptionally well with their
clientele.
Newsletters are an ideal marketing tool whose production can be
delegated to a member of the team. It is important that someone is fo-
cused on producing the newsletter as it is such an important part of the
business.
The following ideas will help construct the newsletter:
•
What is happening on the farm;
•
What produce is in season;
•
Stories on produce that are more unusual;
•
Topical news that affects the industry from a consumer's perspective;
•
Your favourite recipe;
•
Consumer profile of the newsletter;
•
Meet one of the team;
•
Customers' favourite recipes;
•
Positive market gossip.
You can also include an offer, i.e. bring the newsletter to the stall on 'x'
day and receive a complimentary 'y'.
Customers love to read an entertaining, light-hearted newsletter, so
make it fun. Once you have finished it, do get someone to proofread it be-
fore it goes out. The worst thing is a newsletter with spelling mistakes or bad
grammar.
16.
Do not put items in plastic bags
The world is going 'green' and shoppers expect farmers' markets to be
'green'. Many politicians around the world have joined the 'green' move-
ment. This is not a fad; it is a trend that will not change for many years to
come. Consumers are aware that they should be doing their bit to change
their habits to help reduce the 'greenhouse' effect, and so should the market
stallholders. In Ireland, for example, there is now a tax on plastic bags and
in South Africa the plastic bag has been removed from shops in order to im-
prove the country.
