Farmstand Business Curriculum
Lesson 12: Facing the Public
Warm-up
See if you can identify any of these logos!
Lesson Outline
What is marketing?
Marketing: any actions a business takes to attract an audience to its product or service �
Why do you think marketing is important? What impact does it have?
What is marketing?
Although each marketing technique handles a specific aspect of marketing, they all work towards the major goal of communicating value to your customers.
A simple way to break down this down is the Four Ps of Marketing:
Common Marketing Strategies
Feastables Website
Content Marketing: includes websites, blogs, videos that educate customers about your product.
Spindrift Instagram
Social Media Marketing: Includes Facebook, Instagram, TikTok, Twitter, LinkedIn, etc. Part of content marketing.
Sweetgreen Ad w/ Naomi Osaka
Influencer Marketing: Uses relationships that influencers already have with audiences to sell products.
Common Marketing Strategies
Pasta Sauce Search
Search Engine Marketing: using search engines like Google as a way to attract customers. Aka paying Google to show up first!
Chipotle Email
Email Marketing: Sending emails to customers and prospects.
Ben and Jerry’s Ad
Public Relations: Builds your business’s reputation and image.
Common Marketing Strategies
McDonald’s Billboard
Print Marketing: using print sources like magazines, brochures, newspapers, billboards, etc.
Restaurant Mail
Direct Mail Marketing: Sending print materials to a physical mailbox.
McDonald’s TV Ad 2008
TV and Radio: Commercials! Can be expensive, so harder for small businesses.
What is countermarketing?
How do farmers apply marketing strategies?
Know Your Own Story
Your story is unique to your business, it adds value to your product
Your story must show in everything your customers sees and you do
Know What You Are Selling
It is more than just the product, but instead a bundle of valuable things that are appreciated by your target customers.
Know Who You Are Selling to
Each group of customers has a different set of characteristics and needs that you have to adapt your sales approach to meet.
How do farmers apply marketing strategies?
Sell Feature and Benefits
Say, “ this red lettuce is contains more vitamins to keep you healthy” not just “I have red lettuce to sell”
Each feature has a benefit that your customer values. Connect each thing to make a sale
Don’t Make Assumptions
Don’t guess about the viability of your business idea or the behavior of your customers. Find some way to prove that what you think is true really is.
Be Customer Orientated Not Product Orientated
Think “My customer wants lettuce – how can I get it to her the way she likes it? NOT “I grow lettuce – how can I find someone to buy it?
How do farmers apply marketing strategies?
Start as Small as Possible and Learn the Market
Find out the smallest way you can enter the market in order to minimize your risk. Then once you learn how it works you can grow.”
Be a Price Maker Not a Price Taker, Don’t Sell Commodities
If you’re selling something that can’t be distinguished from another farmer’s product, you can’t control the price at all. If the other farmer is big, you will lose.
Diversify Carefully in All Directions to Manage Risks
Growing many crops, for many kinds of customers will reduce your risk of loss. But your management job can become overwhelming and your quality, reliability, and service will slip.
Activity One: �Telling Your �Farm Story
Reflection Questions
Questions?
15