Testimonial
When launching our new Farmer’s Market, Neil devised a marketing plan, produced original artwork and branding, and posted content on the website and social media. He also built a framework for recruiting and managing stallholders giving us a good blend of different stalls across the market.
In the few weeks leading up to the first market, he created social media posts featuring stallholders offerings that reached thousands of people through our Facebook audience. Apart from printing a few dozen A4 posters, we didn’t spend a penny on advertising.
Our first Food Lover’s Farmer’s Market was a great success exceeding expectations, with lots of footfall and some stallholders selling out before we reached lunchtime.
I highly recommend Neil to other businesses for the way he works with people and the marketing services he provides.
Rhiannon Jones – Greenslate Community Farm
Case Study – Greenslate Food Lover’s Farmer’s Market
Launching Greenslate Food Lover’s Farmer’s Market
Case Study
How do you launch an event like a Farmer’s Market? How do you balance the wants and needs of paying customers with those of stallholders who need to sell enough of their products to make them want to keep coming back?
Without a range of interesting and distinctive stalls, customers won’t turn out. Without enough footfall, market stallholders won’t want to book a pitch.
These are two marketing jobs in one, persuading potential customers to visit and persuading stallholders to turn up.
To further complicate things, with no images from past events available, how do you catch people’s attention? This is a launch, there’s no track record, it’s an unknown quantity.
Because Neil knows the farm’s audience on Facebook he suggested to members of the board the farm should market a farmer’s market he knew supporters of the farm would like to attend. This would be a ‘proper’ farmer’s market selling real and exciting locally produced food and not just a selection of crafts and ‘bric-a-brac’ stalls that many farmer’s markets offer.
Without images to promote it, he took the route of creating his own illustrations showing how he imagined it would look and what it would feel like to attend.
Neil created some ‘sign up’ forms with Google Forms for prospective stallholders so they could register an interest and be vetted before they paid a deposit. The farm wanted a good variety of stallholders that would give a mix of different offerings and not duplicate certain sectors (cake bakers and gin makers were abundant).
To stimulate interest from customers and show a level of support to stallholders, Neil created a series of social media posts highlighting stalls that had been selected and showed commitment to the event.
The first Greenslate Food Lover’s Farmer’s Market was held on the 8th of March. It had great ‘footfall’ with some stalls selling out before 12:00 pm. All of the stalls requested places at the next market.
Neil arranged a photographer to photograph all of the stalls so there are images available to promote the next farmer’s market.
If you have a campaign you need help with or want me to suggest improvements for your digital marketing give me a call or email me now.
If you have a campaign you need help with or want me to suggest improvements for your digital marketing give me a call or email me now.
