Ronda Payne
Marketing is not always the forte of growers and farmers. Even some operators in the wine business, known for superior marketing activities, struggle with understanding and reaching their prime customers. Those with available funds might make use of a contracted expert or they may have the luxury of a team member who is interested and/or experienced in marketing, but for those without this kind of resource the challenge can definitely be daunting.
Unfortunately, a daunting task can lead to avoidance and avoidance of marketing activities can lead to the collapse of a business.
Fortunately, Gary Morton of Morton Horticultural Associates in Nova Scotia understands how challenging marketing can be for farmers and growers who prefer to work in the dirt than to struggle with customer analysis. He spoke at the Pacific Agriculture Show about the five steps to reaching customers easily, without all the pain.
“People suffer around reaching their customers,” he says. “Everybody in business is working in business as a salesperson, but customers don’t want to be sold to.”
Morton explains that instead of hard selling, good marketing is about aligning customers and products. He advises that if growers take the time to consider why they do what they do they are more likely to offer products people want, be able to understand who those customers are, and know how to market to them.
“You’re going to have to get closer [to your customers] than you ever have before,” says Morton. “If you think about these things and apply them to your business, you will find success.”
Success also comes from doing things that bring customers to trust, believe and ultimately buy. This is where Morton’s five steps to reaching customers come into play.
Who is the customer
“There are more choices today than there ever was in history,” Morton says.
He advises farmers to “get to know their DNA” in order to understand how to offer the right products to customers. This generally includes understanding preferences in terms of food, obviously, but also in terms of how they shop, spend their time and all the nuances that make them the ideal customer.
By looking at existing customers and identifying common threads it will start to reveal the patterns that make customers choose certain products.
Competitive advantage
Every business has something that makes it unique and stand out. Farmers and growers must learn what gives them an advantage over others.
“I like to call this your superpower,” notes Morton. “You have to [offer] value that other [businesses] aren’t.”
Identifying unique points will give a farmer an advantage to communicate. Morton explains that it’s best to talk to customers, not at them. This is done by reaching them the way they want, be it online, via email or even at farmers’ markets in person.
Once the best communication strategies are identified, Morton recommends communicating more often in order to educate, and to build relationships, authority and trust.
Unique Selling Proposition – The Story
“You need some good stories to tell to sell your product,” Morton says.
These will be stories that people remember. They may be about the farm itself, the types of products grown there, how they are grown or stories about family. Stories are unique and personal. They give customers a glimpse of what goes on behind the scenes, which is what they want to know. They want transparency and a sense of understanding who their farmer or grower really is.
The “Git’n” Strategy
Morton explains this as an appealing offer to engage customers in the marketing tools. One example he gives is if someone finds a grower on Facebook, that grower might have the prospective customer click through to a website where they can sign up for a newsletter and receive access to a free event. By making an appealing offer the prospective customer is more likely to become a customer.
The “Keep’n” Strategy
Morton says continually reaching out is essential to keep customers. Ongoing contact, updates and information will grow a relationship with trust. Offers for existing customers may play a part, but the nurturing of the relationship is the primary objective.
Morton believes that by following these five steps growers are more likely to have success in connecting with their customers.
“You need to reach out to them and continually reach out to them,” he says.
