Marketing Plan

View the Sample Marketing Plan

Big Picture Questions. Are you?

  1. Wholesale or retail?
  2. Year-round or seasonal?
  3. Prime location or a destination?

Target Customer

  • Local – define target area
  • Destination – special trip
  • One shot or repeat customers?
  • Online sales?
  • What is your “ideal” customer?

Marketing Sites

  • Website?
  • Facebook?
  • Other social media?
  • Newspaper?
  • Billboards?
  • Radio?

Other Marketing Options

  • Customer Loyalty Programs
  • Coupons
  • Discount Sales
  • Educational Classes
  • PR/Goodwill Efforts

Why Should They Buy From You?

  • Product or service quality
  • Specific knowledge
  • Price
  • Convenience
  • Buy local

Who Will Develop the Marketing Plan?

  1. Owner?
  2. Employee?
  3. Marketing Firm?
  4. Other?

Who Will Execute and Oversee the Marketing Plan?

  1. Owner?
  2. Employee?
  3. Marketing Firm?
  4. Other?

Cost of Marketing Effort

  • Initial Cost - i.e. Website development
  • Early Years – 3 -5% of gross sales likely
  • Ongoing – 1 – 3% of gross sales likely

Which form of marketing is going to give you the most “bang for your buck”?

Exterior Signage

  • Primary Sign – How does it greet your customers?
  • Parking signs – Make it easy
  • Entrance sign – Sounds simple, but rarely used!
  • Outside product – Location and description
  • Outside service/event – Location and description

Interior Signage

  • Printed or handwritten?
  • Direction signs
  • Pricing signs
  • Information booths or customer service area
  • Cashier/checkout location

Other Marketing Efforts

  • Customer loyalty programs
  • Gathering customer info (emails and addresses)
  • Analyzing Customer Data – Now what do you do with this information?
  • Using this information – What is the customer benefit?

Marketing – Risk Mitigation

  • Track Commodity Cycle
  • Contract Input Prices (i.e. lock in fuel prices)
  • Value Added Products
  • Product Diversification
  • Spread Sales over Season
  • Market Thru Alternative Channels (i.e. CSA)
  • Increase Direct Sales
Next section: Management

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