Agriculture Reference
In-Depth Information
available. The key is to use those opportunities. Free marketing reduces ex-
penses, increases your voice and brand reputation in the market and shows
the consumer that you are up to date with trends, concerns and events that
are taking place in the local market place.
The key is to make sure that the free marketing is reflected in what the
visitor sees on their visit. Ideally one person should be responsible for the im-
plementation, but they need to make sure the whole team is aware of what is
being promoted and are engaged in the marketing campaign with customers.
Free marketing opportunities
Food TV
Cooking and food preparation has always been a popular lifestyle pro-
gramme, but we now have the arrival of digital TV and dedicated food
channels. Food preparation and cooking techniques are promoted on these
programmes and there is an ideal opportunity to link in promotions in your
farm to what dedicated consumers are watching on TV.
If your food tourism business is doing something interesting, local food
TV shows will want to know about it.
There is also the opportunity to have you own food TV programme
through the digital framework. This model will not suit all farmers and
tourist operators. If you are the largest farm shop in your catchment area it
should be considered part of your future marketing strategy.
Food radio
Radio has reinvented itself and more and more people look to the radio as
a form of entertainment. Food question times, for example, could be linked
into promotions on the farm. If a question comes up about what is in season,
for example, use this as a marketing opportunity in-house.
Food magazines/newspapers
Food magazines often promote a recipe of the month. Why not use a maga-
zine to promote the same recipe in your store. Laminate the magazine article
and use it as a point of purchase sign next to the product.
Local community events
Get actively involved with local community events. A float at a local parade
can also create a lot of fun for the team and generates a goodwill message in
town.
Do the research
Before venturing into marketing it is important that research is carried out to
discover who the consumer is and what they want.
