Marketing Plans

Business’ email service provider, content delivery format is more important than ever. While several social media platforms such as Instagram and Facebook are popular for sharing pictures and product promotions, email is still “The King” of online marketing tools.

While the holiday season may seem a ways off, the line between when customers shop and when they take offense to holiday décor in stores is becoming a blurry one. The National Retail Federation reports that every year, about 40 percent of customers begin their holiday shopping before Halloween.

“Networking” and “Word of Mouth” referrals are the most effective way to reduce out of pocket costs and cultivate a clientele. The valued opinion of influential customers is the most important and cost effective promotion that a business can develop. Surveys show that new customers recruited by existing customers are more loyal and profitable. In fact, studies show that 85% of Likes through social media and purchases are made through referral marketing rather than from advertising.

Meal kits and delivery services seem to be the current “hot button” trends in direct farm marketing. Food tech is big these days. Blue Apron and the Amazon’s purchase of Whole Foods are just two examples of current of companies with pretty web design and polished communication strategies. But there are still questions about profit margins with the current delivery systems due to the perishability of fresh foods. Also, imagine possible food safety concerns over meal kits sitting on a hot front porch.

Selling locally grown farm meats and poultry to hospitals can be both challenging and rewarding. The hospital food service industry reached $34 billion in 2010, according to Market Research.com Trends in U.S. Hospital, Nursing Home and Residential Facility Foodservice. In May 2011, Michigan launched a ground‐breaking statewide healthy food initiative which requires hospitals to commit to purchasing at least 20 percent Michigan‐ grown, produced and processed foods.

When the calendar turns to September, everything “pumpkin” begins arriving in the stores and folks are busy cheering on their favorite football team. While it seems like the markets are in a sprint to the end of the year, Fall is actually a good to re-energize your marketing strategies.

Fall is the peak season for most Agritourism farms nationwide. Pumpkin patches, corn mazes, school tours, pick-your-own fruit, and weekend festivals can generate as much as 80 percent of this type of farm’s annual income. According to the US Census of Agriculture, 295 farms, offer agritourism or recreational services. Fall 2020 activities certainly are going to be different in these operations. But, there will definitely, be some long time activities, with some new protocols in place, and even some new activities on Maryland Farms.

“You never change things by fighting an existing reality. To change something, build a new model that makes the old model obsolete.” – Buckminster Fuller I ran across this quote in my morning reading just before going into a meeting with some of the University of Maryland’s Extension Faculty, UME Ag Program Leader, Dr. Darren Jarboe, and representatives from USDA. The purpose of the meeting was to examine declining sales and attendance at farmers markets and to determine what joint projects and resources could be developed to support stronger markets and attract more customers.

You may think that email marketing is less effective than other social media tools. Don’t believe it. Facebook, Twitter, Instagram etc. get lots of publicity but, how well do they really work for stimulating sales? Who controls their analytics and the material you post? The Return of Investment of email marketing is DOUBLE that of any other digital channel. Plus, it’s one of the easiest places to reach your consumers where you already know they’ll be – their inboxes.

Profitability through direct marketing has, in large part, been derived by targeting a customer segment that has a higher level of disposable income. This segment often lists freshness, supporting local farmers, and product quality ahead of prices when deciding to purchase local food products. While the U.S. economy appears to be strong, the Hartman Group in their recent report “The Business of Thrift 2018: Understanding Low-Income and Value-Oriented Consumers” finds that over half of American households (56%) qualify as low-income today (based on federal poverty guidelines and size of household).