August 2023 - 34

FARM MARKET & AGRITOURISM
The first step is knowing who your
customers are
I
think we all have heard the term " target marketing. "
It's a group of customers that a business has decided to
aim its marketing efforts towards. It requires having or
creating a marketing plan where you first identify who your
customers are. We discussed the four P's of marketing in
previous articles: Product, Place, Price, and Promotion.
I stumbled on an excellent example of a business that
did just that.This business created a marketing plan,
identified its customers, and directed its marketing efforts
to that channel effectively.
At the beginning of the farmers market season, I
received an email from a local distillery announcing it
would be at eight farmers markets in the region. When
I first saw this, I thought " This doesn't make sense. "
The distillery would need a staff person to represent
the product well at each market. It would be expensive
and time-consuming. How does it compare to other
marketing channels?
I was visiting one of the markets where the distillery is
a vendor, and the owner was there. I asked him about his
decision to be a vendor at so many markets. This is what
he told me.
" I was doing all kinds of advertising without knowing
how effective it was or wasn't. I realized that our customer
was the kind of customer that goes to farmers markets.
Our distillery is unique in that we actually grow the crops
that we use to make our products. You can see the crops
in the field right from our tasting room! So I pulled all of
my marketing budget and put it into farmers markets.
Being at farmers markets gives us the ability to tell our
story directly to the customer. On top of that, we can also
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August 2023

Table of Contents for the Digital Edition of August 2023

Editor's Letter
Grower Profile: Keeping it clean
Biocontrols: Salinas Biological Summit
Organic Grower
Ag Tech: Drone assignment
Grapes: A piercing problem
Great Lakes EXPO News: Connecting growers through the digital market space
Plant & Soil Health: A strawberry threat
Farm Market & Agritourism: The first step is knowing who your customers are
CMI
Ag Labor Review
Classifieds
Advertiser Index
August 2023 - 1
August 2023 - 2
August 2023 - 3
August 2023 - Editor's Letter
August 2023 - 5
August 2023 - Grower Profile: Keeping it clean
August 2023 - 7
August 2023 - 8
August 2023 - 9
August 2023 - Biocontrols: Salinas Biological Summit
August 2023 - 11
August 2023 - 12
August 2023 - Organic Grower
August 2023 - 14
August 2023 - 15
August 2023 - 16
August 2023 - 17
August 2023 - 18
August 2023 - 19
August 2023 - 20
August 2023 - 21
August 2023 - 22
August 2023 - 23
August 2023 - 24
August 2023 - Ag Tech: Drone assignment
August 2023 - 26
August 2023 - 27
August 2023 - Grapes: A piercing problem
August 2023 - 29
August 2023 - Great Lakes EXPO News: Connecting growers through the digital market space
August 2023 - 31
August 2023 - Plant & Soil Health: A strawberry threat
August 2023 - 33
August 2023 - Farm Market & Agritourism: The first step is knowing who your customers are
August 2023 - 35
August 2023 - CMI
August 2023 - 37
August 2023 - Ag Labor Review
August 2023 - 39
August 2023 - Classifieds
August 2023 - 41
August 2023 - Advertiser Index
August 2023 - 43
August 2023 - 44
https://www.nxtbook.com/greatamericanmediaservices/FGN/december-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/2025-fruit-nut-growers-buyers-guide
https://www.nxtbook.com/greatamericanmediaservices/FGN/november-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/october-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/september-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/august-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/july-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/june-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/may-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/april-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/march-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/february-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/january-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/december-fgn
https://www.nxtbook.com/greatamericanmediaservices/FGN/fgn-vgn-40-under-40-class-of-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/buyers-guide-2024
https://www.nxtbook.com/greatamericanmediaservices/FGN/november-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/october-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/september-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/august-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/july-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/june-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/may-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/april-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/march-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/february-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/january-2023
https://www.nxtbook.com/greatamericanmediaservices/FGN/december-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/november-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/buyers-guide
https://www.nxtbook.com/greatamericanmediaservices/FGN/october-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/september-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/august-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/july-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/june-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/may-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/april-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/march-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/february-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/buyersguide-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/january-2022
https://www.nxtbook.com/greatamericanmediaservices/FGN/december-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/november-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/october-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/september-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/august-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/july-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/june-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/may-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/april-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/march-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/february-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/buyersguide-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/january-2021
https://www.nxtbook.com/greatamericanmediaservices/FGN/december-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/november-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/october-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/september-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/august-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/july-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/june-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/may-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/april-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/march-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/february-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/buyersguide-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/january-2020
https://www.nxtbook.com/greatamericanmediaservices/FGN/december-2019
https://www.nxtbook.com/greatamericanmediaservices/FGN/november-2019
https://www.nxtbook.com/greatamericanmediaservices/FGN/october-2019
https://www.nxtbook.com/greatamericanmediaservices/FGN/september-2019
https://www.nxtbook.com/greatamericanmediaservices/FGN/august-2019
https://www.nxtbook.com/greatamericanmediaservices/FGN/july-2019
https://www.nxtbook.com/greatamericanmediaservices/FGN/june-2019
https://www.nxtbook.com/greatamericanmediaservices/FGN/may-2019
https://www.nxtbook.com/greatamericanmediaservices/FGN/april-2019
https://www.nxtbook.com/greatamericanmediaservices/FGN/march-2019
https://www.nxtbook.com/greatamericanmediaservices/FGN/february-2019
https://www.nxtbook.com/greatamericanmediaservices/FGN/january-2019
https://www.nxtbookmedia.com