Category: Promotion, Outreach, and Special Events

Beyond the Brand: Marketing your Mission for Improved Fundraising and Community Support

Farm Business and Marketing | Promotion, Outreach, and Special Events

Is your market stuck in a fundraising rut?  Are you great at talking about why the market matters but not so good at explaining the role of your organization in making it happen? In this webinar, we learn about why and how to spend less energy promoting the market as just a great place to shop and more energy marketing your mission.  A ‘Friends of the Market’ organization or program can help communicate the work that makes a market possible, but even small adjustments to a market web site, newsletter, social media and market info booth can help you generate more donations, sponsorships, and volunteers.  FMC board member, Copper Alvarez, shares the example of the Big River Economic & Agricultural Development Alliance’s successful TableTops fundraiser, which has generated a total of $270,000 in unrestricted revenue.

Presenters:

Beyond the Brand Resources (pdf)
Beyond the Brand Slidedeck (pdf)

 

Published February 21, 2014 Presentation

Adams County Farmers' Market Association (Gettysburg, PA) Sponsorship Pamphlet

Funding and Grants | Promotion, Outreach, and Special Events

Adams County Farmers’ Market Association (Gettysburg, PA) sends this tri-fold out to potential sponsors each year with updated stats.  It’s a great example of using market impacts and successes in outreach, and also clearly stating how sponsor donations will be used at the market.

Published February 06, 2014 Publisher Website Promotional Material

An Evaluation of Consumer Segments for Farmers’ Market Consumers in Indiana and Illinois

Evaluation | Farm Business and Marketing | Promotion, Outreach, and Special Events

Report detailing research done in Spring 2005 and Fall 2009 to explore differences based on psychographic and behavioral characteristics of farmers’ market consumers. Data analysis showed that four clusters were formed: Recreational (42%), Minimalists (27%), Enthusiasts (23%) and Time-challenged (8%). Each cluster had a unique set of preferences based on farmers’ market attributes ranging from overall convenience of the shopping trip to the presence of nearby stores. Differences in consumer segments suggest that farmers’ market managers can develop specific marketing messages toward each segment.

Published November 17, 2013 Download Resource Research Reports

Increasing Customers and Sales at Farmers Markets: Target Marketing Campaign with PCFMA

Evaluation | Promotion, Outreach, and Special Events

Presentation discussing the results of a collaboration between Pacific Coast Farmers Market Association (PCFMA) and USDA Agricultural Market Service to determine the effectiveness of target marketing as a viable promotional strategy to increase farmers market patronage.

Published November 17, 2013 Publisher Website Download Resource PresentationResearch ReportsSurvey

Advertising Impacts Reveal Buying Habits of Farmers’ Market Shoppers

Evaluation | Management and Operations | Promotion, Outreach, and Special Events

This report details an innovative two year study conducted by the Pacific Coast Farmers’ Market Association (PCFMA), that revealed important details on customer buying habits and responses to advertising by farmers’ markets. In addition to exploring the impact of advertising and marketing strategies, the study revealed attitudes and buying habits of shoppers, allowed for a demographic comparison of shoppers to community residents, and facilitated an estimate of the economic impact of farmers’ markets on surrounding businesses.

Published November 17, 2013 Publisher Website Download Resource Research Reports

Ten Tips for Marketing with Social Media

Promotion, Outreach, and Special Events

This blogpost offers tips for marketing through social medial inspired by strategies that farmers markets know and use.

Published November 11, 2013 Publisher Website Download Resource Topical guides

Rules for Performing Artists (Template)

Promotion, Outreach, and Special Events

A concise one page sample set of rules for performing artists at a farmers market.

Published November 08, 2013 Publisher Website Download Resource Market Policy

10 Tips For Marketing With Social Media

Promotion, Outreach, and Special Events

This blogpost by Shaw Hessinger offers tips for farmers markets marketing through social medial inspired by strategies that farmers markets know and use.

Published November 07, 2013 Publisher Website Download Resource Newsletter, Article/Story

Youth Farmers’ Market Handbook

Management and Operations | Promotion, Outreach, and Special Events
This handbook was developed based on the experience of Denver Urban Garden’s Youth Farmers Market to help single-stand markets start up at or near schools, run by students (many of whom are selling the produce they have grown in the school garden).  It may also serve as a helpful resource for incorporating youth-run farm businesses as vendors into existing farmers markets.
Published November 07, 2013 Publisher Website Download Resource Topical guides

Cooking Demonstrations: Providing the Perfect Ingredients to Season Your Farmers’ Market

Promotion, Outreach, and Special Events

Cooking demonstrations are a sure bet to increase attendance, excitement and most importantly sales at farmers markets. This publication shares what it takes to launch a demonstration program, offering tips on how to keep things running smoothly on the big day and garner ideas for promoting your market’s new venture.

Published November 06, 2013 Publisher Website Download Resource Topical guides