Marketing for Profit: Tools for Success
Marketing Webinars for Direct Marketing Farmers
The Farmers Market Federation of NY and the NY Farm Viability Institute have partnered with USDA Northeast SARE to present a series of webinars on marketing, “Marketing for Profits: Tools for Success”. These webinars have been designed with the assistance of regional and national marketing experts to provide critical marketing insights for farmers and farm markets throughout the northeast. The webinars are free, are approximately an hour and a half long, and easy to access with a basic internet connection. This winter, 6 webinars will be held and interested participants are encouraged to register TODAY for the webinars they think they will attend.
The Marketing for Profit: Tools for Success webinar series will give farmers the information and tools they need to excel at direct marketing their farm products. It will also provide curriculum, presentations and handouts to Cooperative Extension Educators and other farm service educators to help their farmers master key marketing concepts that will bring greater success and more profits to their farms than ever before.
As producers, farmers are well-equipped with the knowledge to produce quality farm products. They determine the best methods of farming, and the crop mix that will help them to achieve their production goals and revenue requirements. They understand and follow all statutory regulations impacting their operation, comply with labor law and file mounds of paperwork. But when it comes to marketing, many producers believe the Field of Dreams version of “Build it and they will come.” Marketing is a concept that must be learned to achieve maximum profits from chosen marketing channels, whether it is farmers markets, CSAs, direct to restaurant sales, or another other venue.
Marketing encompasses a broad array of efforts all aimed at identifying your market and customers, satisfying your customers and maintaining your customers long term. It includes all marketing channel selections and business decisions, what to grow or produce and how it will be produced; ie conventional, organic, bio-dynamic or some amalgam of these; how you choose to make products available, how product is presented to the public, how you present your business, advertising and promotions, signage, pricing strategy, and so on. Marketing is complex and is often the most misunderstood and least successful part of many farm businesses.
The series will include coverage of 5 categories of marketing concepts spanning three years: Self-Assessment, Market Assessment, Customer Assessment, Communications Assessment and Business Assessment. Each Assessment will be a series of 3 webinars. The winter season, 2012-13, will focus on Market Assessment and Customer Assessment. Learn how to understand the current marketplace, understand your competition, find the right fit for you and your products and build your marketing plan. In the Customer Assessment series you will learn to identify your ideal customer and how to attract them, understand customer service, gain knowledge of marketing tactics to reach your ideal customers and use a SWOT analysis to understand trends that can impact your business. These are just a sample of the skills and knowledge to be gained through this season’s Marketing for Profit: Tools for Success webinar series. Each webinar will be repeated twice to maximize opportunity to participate.