Want to kill a bunch of birds with one stone to connect with more customers, and build greater loyalty with the ones you’ve already got? Let’s start thinking about events and experiences to market your farm or food business.
When I was little, my grandfather called me “the party hound.” I’ve always been a sucker for the excitement, energy, novelty or conversations that events bring. And my enthusiasm has only grown through over the years – though now it’s more about the huge value see them have for my clients in marketing farms, and a little less about the macarena and party pies.
Whether it’s a farm tour, workshop, market, Zoom chat over beers or full blown launch party, events leave a lasting impression. They let you really connect with your community, better learn your customers’ preferences, showcase your product, can give you something newsworthy to get into local media, generate lots of photos and content to use in future marketing, and more.
But I know they can bring up feelings of “where the fk do I start?” – so here are some of the biggest misconceptions, and how you can jump in while making life easier for yourself. And if you need a hand coming up with ideas or to sell those tickets, you know where to find me.
4 things to know (to make events easier)
1. Small events can be just as good (or better)
Introverts can breathe a sigh of relief. Big events can be fantastic, but they’re also more work. Starting (or staying) small gives you a chance to work things out as you go, more in-depth experiences and conversations for the people there, and a lower risk. Think small and informal tours, picnics and workshops.
2. You don’t need to have it at your farm or facility
Does the thought of tidying up the yard, making sure everyone walks through the biosecurity foot bath or jamming a crowd into your small staffroom spike your anxiety? Have the event somewhere else! Book a table at a venue that uses your products, hire a local venue, head to the park or even do it online
3. It doesn’t have to be expensive, but you also don’t need to burn yourself out trying to make a profit
This might be an unpopular opinion (and make you think “then why bother) but stick with me! It’s great if your events are profitable – but they don’t have to be. I wholeheartedly recommend taking the pressure off yourself, and allowing the first few to break even or run at a small ‘loss’ – see them as the marketing costs they are, learn from them and look for the longer term ROI, not a short term cash grab via ticket sales. That said, they don’t have to be expensive! Many people are stoked with a coffee, a sausage sizzle or a webinar – as long as they get to connect with and learn from you.
4. You don’t have to do it all yourself!
If you’re yet to give the events and experiences a whirl, try to get in on someone else’s event first e.g. as a stallholder or guest speaker. You’ll get a sense of what works and what you might have to think about, with a smaller time and cost investment for yourself. And even if you’re an experienced host with the post, collaborating with others is always a win – you’ll divide the workload, get fresh new ideas, and multiply your potential audience by connecting each others’ communities.
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