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Marketing/Publicity/Promotion Schedule
For Farmers' Markets

Adapted from Salina Farmers' Market Information prepared by Judy Ewaldt.

Karen L.B. Gast, Extension Horticulturist, Postharvest and Marketing
KSU Cooperative Extension Service


I. Marketing Calendar
  • January/February
    • Individual letters or contacts with growers to encourage them to make plans to plant enough to market Downtown.
      • At least one grower meeting to discuss trends and ideas.
      •  
    • March
      • Forecast advertising needs: be specific as to dates and events.
      • Plan at least one event other than opening weekend to call attention to market.
      • Set budget based on needs.
      •   
    • April/May
      • Follow-up letters and contacts with growers to encourage market participation.
      • At least one more grower meeting, be sure to get consensus of best starting date.
      • Encourage growers to prepare for attractive displays.
      • Advertising layouts finished
        • posters
        • opening market ads, weekly follow-ups
        • radio/television spot information
        •   
    • Six weeks before market opening
      • Posters to printer
      • Contacts to co-op advertising businesses.
      • Banners printed or repaired; arrange for hanging
      • Arrange for market opening entertainment, festivities.
      •   
    • Three weeks before market opening
      • Posters distributed
      • Banners hung
      • First news release about market opening
      • Notify those who do community calendars, downtown marquees
      • Schedule interviews on local radio talk shows
      • Confirm entertainment, particularly any needs such as microphones, etc.
      • Confirm grower participation
      • Send letter to any sponsors to remind them to enjoy special opening activities.
      •   
    • One week before market opening
      • Second news release, highlight plans for bad weather
      • Record radio/television shows
      • Confirm growers/entertainment
      • Arrange for photo record of opening day crowds: a good idea to have 2 people shoot, and use both photo and slide film
      • Arrange for special "goody bag" for reporter or editor
      •  
    • Opening day
      • Have "good bag(s)" ready
      • Keep an eagle eye out for all news media and dignitaries so they can be greeted
      • Spot anyone sympathetic to your cause who might write a letter to the editor, then encourage
      • Make photo record
      • Find out how growers feel about the day, encourage appropriately
      • Smile a lot (especially if you don't feel like it)
  • Day after opening day
    • News release about successful opening
    • Take film to be developed
    • Find out about (or encourage) positive letters to the editor about opening
  • Weekly after opening
    • Canvas growers so information can be provided about products for following week
    • Update ads as necessary
    • Finalize plans for any further special events
  • Last month of operation
      • News release about market season ending
      • Find out how growers feel about season
      • Set meeting to plan next year
  • After market closes
      • Send thank-yous to sponsors
      • News release about successful market season

II Some Marketing Ideas

    • Get all the free advertising you can, but don't expect to get it all for free.
      • Either make it a policy to use only free opportunities, or arrange to give both broadcast and print media some business.
      • Look for unusual sources: who benefits from the market being there, then who benefits from it being Downtown?
    • Be consistent
      • Use any logos available, or go to the expense to get one created by a professional.
      • Keep ad layouts and copy as similar as possible so public has instant recognition of your market.
      • Use active "flavorful" words and phrases such as "juicy, fragrant, tasty, hot, crisp, handmade, lovingly crafted, finest fresh ingredients.
      • Put the market name everywhere you can: T-shirts, apron, sacks
      •   
    • Look for natural partners for special promotions:
      • Historic museum - old farming practices still alive today, markets of bygone days, folk music
      • Art interests - beauty in produce or flowers, photographs of products sold at market or art of people at the market
      • Downtown businesses - visit us after the market, hats off to the market
      • Extension office - displays and demonstrations about canning or gardening
      • Garden club - endless potential
      • Gourmet cooks - contest using produce, setting table with flowers
      • Newspaper - gourmet contest, or recipes featuring local produce
      • Library, bookstore - call attention to gardening and cooking selections
      • Store carrying "Land of Kansas" products - local tie in
      •   
    • Enforce grower-oriented market rules
      • No sales before starting bell
      • Only clean produce
      • No flea market items
      • Encourage fair prices - neither too high nor too low
      • Allow and encourage good supply of produce, particularly at beginning of season, even if it means importing for a short time.

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