When the last berry is picked and the last vegetable washed, the challenge for farm direct marketers becomes trying to maintain contact with customers.
The answer may be in the mail.
“A newsletter may be the long-term marketing tool a business needs to keep in contact with customers,” says Kerry Engel, a rural development specialist with Alberta Agriculture.
“A newsletter can be a flexible and inexpensive method to communicate a business’s message, educate, introduce new products and services, and create a year-round presence.”
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However, a newsletter can’t be the only promotional strategy. To be effective, it needs to be part of an overall marketing plan.
Effective newsletters must contain valuable information for the reader, and illustrate the business’s strengths and benefits with articles about satisfied customers and testimonials.
Articles need to demonstrate the business’s reliability and consistency and provide useful product information rather than just sales information.
“When planning a newsletter, set objectives,” Engel said.
“Determine whether it is intended to build and maintain awareness for the business, to provide expanded information about products and services, to create a relationship and maintain customer loyalty, or to obtain new business.
“Deciding what you want the newsletter to accomplish before it is created, is critical.”
Engel recommends that producers create a mailing list from their client list.
They should also promote the letter in their promotional literature or on their label. For example, the label might offer a phone number where the letter can be requested.
If they collect e-mail addresses, producers can distribute the newsletter on-line. Imagine the possibilities during the busy season, Engel said – instant updates on what’s available and when.
Producers may wish to distribute their newsletter only prior to the big summer season or only once during the quiet season, prior to the Christmas holidays.
Newsletter distribution methods can vary. They can be handed out at farm stores, farmer’s markets or with farmgate sales.
For consistent presence, a letter should be published three to four times a year. A shorter, more frequent newsletter gets read more often than a longer, infrequent one.
Newsletter contents depend on the target audience’s wants and needs.
Ideas include:
- Update clients on what the family is doing.
One of the trends driving farm direct marketing is based on urban consumers’ desire to connect with the farmer, their family and the farm.
Tell them about the latest happenings on the farm with people, animals and crops, spotlight staff and inform readers of farm tours.
- Highlight where raw product comes from.
For example, producers should promote their province and anything that makes them stand out, such as organic certification or a locally grown program. Explain the history and procedures associated with these labels.
Let people know where a free product sampling will occur.
Producers should subtly promote their products by including recipes, menu ideas, product spotlights, ideas for creating a gift basket with their products, new merchandise updates and seasonal suggestions.
Producers shouldn’t forget information on crop pickings, coming events, an outlet listing, special offers like gift baskets and a map.
“Create a standard format that you can use with each issue,” Engel said.
“It makes it much easier to write.”
The format might include a farm update section, recipe section, food safety section and a staff spotlight.
Work with a local writer. Many enjoy fresh produce in exchange for written copy.
Three-hole punch the newsletter to encourage people to keep it. Every time someone makes a recipe or tries out gourmet cooking tips, they will see the producer’s name and be reminded of the product.
Engel said the challenge is to create a newsletter that people can’t wait to receive.
