Agriculture Reference
In-Depth Information
9
Marketing
Why is marketing the most important thing in your business? Because
marketing is concerned with attracting and keeping customers. Ever tried
to run a business without customers?
Marketing on the Edge
, NAFMA
1
Introduction
The key to success is getting the message that the business exists across
effectively to the target consumers. Marketing is the tool used to achieve this.
The challenge is defining what the message is that should be promoted to
consumers.
Every successful business has a USP, a unique selling proposition.
2
Before
venturing into marketing a business the operator needs to identify what it is
that needs to be communicated, what the USP of the business is, and how it
can be explained in the marketing strategy to the target audience in a way
that captures their attention. A USP is rarely based on location as all locations
have USPs. It could be based on:
•
The crop grown. It may be an unusual fruit or vegetable that nobody else
grows in the region. In our local area we have the only grower of green
tea in the state; that is a USP;
•
The architecture of the farm buildings. It may be the farm has an Art
Deco design that is unique to the area or region;
•
A personality within the team who is a celebrity;
•
The way a business adds value to the produce may be different from
everyone else who deals in the product;
•
The mix of food tourism activities in the region may make the region unique.
