Many people attend farmers’ markets for the atmosphere, surroundings and mood.
The experience is as important as purchasing food for most shoppers. What can vendors do to create the proper atmosphere?
“According to A Guide to Starting, Operating and Selling in Farmers’ Markets by the Co-operative Extension Service at Kansas State University, there is a lot vendors can do to promote their businesses at farmers’ markets,” says Kerry Engel, a rural development specialist-business with Alberta Agriculture in Westlock.
The guide is located on the internet at www.oznet.ksu.edu/library/hort2/MF1019.PDF.
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It makes the following suggestions:
- Connect with the customer. If you don’t like people, get another family member to work at the market. Direct marketing is a growing industry because consumers want to know the people who produce the food they eat. Be friendly, take time to visit with the customers, greet them and thank them.
- Keep displays neat and your image positive. Be creative and use logos and signs to help people relate to who you are.
- Hand out samples and use attention-getters. Make sure employees know about the product and have all the information they need.
- Encourage people to buy for canning, freezing and later use by supplying information on how to preserve the product.
- Keep displays full, the prices easy to see and your product fresh.
- Get a sign to communicate your business identity. Does your business portray a high quality, lasting and competent impression or a sloppy, disorganized and fly-by-night one?
- Get a logo. Each vendor at a farmers’ market should have a sign or logo that clearly identifies the operation. Make it readable and simple so it adds colour and interest. When there are three businesses selling beef, you want to make sure customers come back to you next week.
- Build loyalty. Guarantee your products, no questions asked. Attempt to build a good reputation among customers so they will return and tell their friends about you.
- Spread the word in your own communities. How many people in your own area know about the local farmers’ market? Spread the word about the benefits of having a farmers’ market in the community. Send letters to the editor of your local newspaper, get on the radio and TV. Talk to local leaders, municipal governments and community development organizations.
“Farmers’ markets bring in additional customers into the business district. That’s good for everyone,” said Engel.
“Maybe it’s time to look beyond the immediate rural community for possible customers for the local farmers’ market.”
- Have the last word. All vendors should remember that customers are potential advertisers so remind them to come back or tell a friend. It never hurts to let the customer know you are glad they shopped at the market and that you hope to see them again.
For more information on farm direct marketing, call Engel at 780-349-4465.
