Market Farming

["jay gee" <jgj23 AT mindspring.com>]

>"Serious" advertising takes big bucks.  I think part of the resistance is
>"advertising" smacks of big corporate America,

Any advertising you do should be "serious," even if the piece itself
is humorous <not recommended) or fun (as in ad novelties).  The
fact that as a farmer and beginner advertiser does not mean you
should not apply the same level of care and interest in advertising
that you do to farming.  It is not really a hit or miss proposition if
you do your homework in advance.

A nationwide campaign incorporating radio, TV, glossy print,
newspaper or direct mail takes "big bucks."  Plenty of advertisers
get lots of results out of small budgets.

Big corporate America got big mainly by leveraging their
"marketing" efforts through advertising.  Advertising, when
properly used has the same effect as fertilizer on crops or
feed for animals.

>which is the image I, as a farmer, run hide and tail from.

Then build your own image, as that of the friendly, neighborly
farmer producing good food next door.  Or something to that
effect.

The businesses that fall along the wayside do so for a number of
reasons, but one of the recurring reasons is that they fail to
recognize the necessity and power of advertising, even if they
have superior products.  Often advertising is dismissed as being
too expensive.

> Plus there are so many variables, it's difficult, when we're the only
>"employees" to also figure out which is the best/most prudent way
>to market/promote/advertise our work.  Even though I know it must be
>done, secretly, it raises my hackles to think I must "beg" people to buy
>my product, knowing full well that they would--if enough of them knew
>about it--it's a never ending spiral.

Advertising is not begging unless it is written that way (Heaven forbid).

A farmer's plight is no different than the plight of most other small
business people who make up the great bulk of America's enterprises.
Those who like to survive and prosper learn to put advertising to work.
In the long run it is cheaper than hiring outside salespeople and
results can be monitored closely.

>As small (tiny) farmers, we're limited on resources--time, money & energy.
>We ensure our crops are properly selected, planted, cultivated, fertilized,
>irrigated, harvested, stored, packaged, displayed and sold.  We tend our
>animals just as our own children, in addition to our own families.  We
>nurture customers, and promote community.  We are the president, vice
>president, treasurer, secretary, line worker, mechanic and janitor of our
>"company".  In our fantasies, our farms are a "Field of Dreams"--plant it
>and they will come.  Our hearts and souls are in our work.  When customers
>do not "materialize", we take it personally--and to think we must spend MORE
>money on getting customers, it's like adding insult to injury.

They won't come unless you invite them.  Advertising is not begging.  All good
advertising is an invitation to test your products for substantial reasons.  
The world
will not beat a path to your door for a better mousetrap unless you tell them 
one
is available.  The vehicle to do that quickly is advertising.

Ask yourself...  when was the last time you made an UNSOLICITED recommendation
of a product or service to someone you know?

So much for word-of-mouth as the primary message vehicle or secret to success.

>That said, I learned long ago to make my farm solvent, I HAD to think like a
>business person.  Which means advertising, promotion and marketing.  Hey,
>maybe we could get Kevin Costner to walk out of our "rice patties"........

Now that would take some BIG BUCKS ((-:

Good weather to you all,

Jay Gee
not a farmer -- but interested in farming