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A do-able marketing plan for your CSA

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Rob Greenland
Rob Greenland

This is a day-long workshop which I ran for a group of Community Supported Agriculture projects, supported by the Soil Association. During the day we work our way through a do-able marketing plan - to help to make sure that when the food is ready for harvest, there are people there to eat it!

Business
1  sur  33
Grow it and they will come ,[object Object],[object Object],Photo from Southern Foodways Alliance via Flickr
What we’ll do today ,[object Object],[object Object],[object Object],[object Object]
Who do you love? Why? And what do you want out of today?
Who I am. What I do. ,[object Object],[object Object],[object Object],Photo from Ant Smallwood via flickr.com
www.thesocialbusiness.co.uk Named top UK social enterprise blog
Me and Local Food ,[object Object],[object Object],[object Object],[object Object],Photo from Ant Smallwood via flickr.com
I believe this ,[object Object],[object Object],[object Object]
Your Field of Bad Dreams ,[object Object]
Why is all of this important? ,[object Object],[object Object],[object Object]
What is marketing? ,[object Object],[object Object],[object Object]
What is a market? ,[object Object],[object Object],[object Object]
How do I decide what market I’m in? ,[object Object],[object Object],Photo from flydime via flickr.com
Understanding your market ,[object Object],[object Object],[object Object],[object Object],[object Object]
Customer segmentation ,[object Object],[object Object]
Because customers are not all the same! ,[object Object],[object Object],[object Object]
Who are their customers?
Who are your customers? ,[object Object],[object Object],[object Object],[object Object]
Now do the same for your CSAs ,[object Object],[object Object],[object Object]
Your marketing mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What’s their marketing mix?
How about a CSA’s marketing mix? ,[object Object],[object Object],[object Object],[object Object],[object Object]
So, to recap… ,[object Object],[object Object],[object Object]
Next ,[object Object],[object Object]
Your step-by-step marketing plan ,[object Object],[object Object],[object Object],[object Object],[object Object]
Step by step ,[object Object],[object Object],[object Object]
Develop a long-term relationship ,[object Object],[object Object],[object Object]
 
Some things that might work for you Speak at events Pay per click ads Facebook Website Signage/A Frame Mailshot Networking Business cards Twitter Partnerships Stunt Be friendly Flyers/Posters Talk to people Sponsorship Launch PR - good news Blog E-newsletter Word of mouth
What has worked for you? Photo from acnatta via flickr.com
But remember… ,[object Object],[object Object],Photo from sacks08 via flickr.com
To recap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What happens next? ,[object Object],[object Object],[object Object]
www.thesocialbusiness.co.uk

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A do-able marketing plan for your CSA

Notes de l'éditeur

  1. Split into pairs, and for two minutes, talk about what’s your favourite brand, and why? Then feed back to the group, with your name.
  2. Small groups. Feedback Define the market for CSAs Fruit and vegetable market? Organic market?
  3. Have any of you done any market research? Found any useful sources of information on your market?
  4. The Government has altered the BBC’s charter, and as part of the deal BBC Radio stations will in future carry adverts. Tell us who the core customers are for each of these stations, and tell us about them - eg age, where they live, what they do, what their interests are, what else they buy. Then suggest three companies who would definitely like to advertise with each station. Think of food businesses?
  5. Can we be more specific on this slide?
  6. Do this as a group. Think about the people in the organisations, as well as the organisation - eg you may sell different services to co-ordinators and management committees.
  7. Think of a strong food brand
  8. Do a features and benefits exercise. Do a handout. Features Column. Benefits Column.
  9. Image of Iced Tea