A man searching for a pair of Size 15 skates had no luck finding them in Calgary, which has hundreds of sporting goods stores from which to choose.
Where did he eventually find them? Kamsack, Sask., population 2,000.
“Everything is custom fit these days,” says Wayne Sas, owner of Sas-Kam Sportsman in Kamsack, where he’s been selling skis, skates and other sporting goods for 28 years.
“We’ve invested a lot of time and money into fit clinics, and we’re well known for that. I should have a web page, but a lot of my current business comes from word of mouth. A friend tells a friend and that generates business.”
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Whether you’ve just launched your business or, like Sas, you’ve been at it for a long time, creating and sustaining buzz is essential.
According to Kim McConnell, chief executive officer of AdFarm in Calgary, the principles are the same whether the operation is large or small.
“Your marketing plan has to flow from your business plan,” he says. “What’s your product? What are the key benefits? What is the geographical region you’re servicing? Get a grip on these elements first.”
Adds Tony Marshall of Highwood Crossing Farms near Alderside, Alta.: “Go where you are loved.”
Marshall and his wife, Penny, produce a cold-pressed canola oil.
“When we started in 1996, we knew we wanted to produce a high-end, quality product that contributed to Canadian cuisine,” he says.
“Certain restaurants and ‘foodies’ commit to using bioregional food, and when you ascribe to that philosophy, you become familiar with each other.”
With a customer base that includes chefs of better restaurants, food writers, cookbook authors, technical school instructors and industry associations, Marshall is convinced there’s a growing movement in the food industry.
“In a predominantly urban based society, more people want to connect with the growers who are producing their food,” he says. “A grower at a farmers’ market becomes somewhat of a farmer celebrity.”
The Marshalls began building their credibility in the food business through one-on-one customer contacts.
“We continue to drop off samples, do product promos and provide in-store demos,” he says.
“Once people start to say, ‘I saw your product here,’ the business gains momentum.”
Placing ads in food magazines such as City Palate reinforces the Marshalls’ market presence.
“We also promote through T-shirt and hat sales.”
Keeping customers satisfied is vital, says Steve Snider of Little Red Hen Mills in New Norway, Alta. He likes to know what people are buying, how they’re buying it and from where they’re buying.
“A customer’s taste can evolve and change,” he says. “It’s important to gauge these changes and be prepared to change along with your customer.”
Margie Moore of the Lazy M Ranch near Caroline, Alta., thinks patience is a virtue when creating buzz.
“You have to be disciplined and patient,” she says.
“Get to know the people involved in your industry. This includes fellow operators, government representatives and colleges. Join industry associations.
“Each one of these has the potential to create buzz and excitement, if you take the time to develop the relationship.”
