Vermont Farmers' Market Marketing

Last week was my first week at the Williston Farmers Market.  I felt like such a rookie compared to other seasoned vendors, but I learned so much from watching people and came home with enough money to make me feel it was an effort worth repeating.  Join me again on August 11th at the Williston Farmers' Market from 9-1. 

Here's some Farmers' Market Marketing 101 I picked up last week:

1. Bring more change.   I ran out pretty early and had to pull change out of my own wallet. 
2. Bring a new paint brush to brush crumbs off my table.
3. Bring more small products and less gift box shortbread.  Farmers' market customers are not likely to spend $17 on a shortbread gift box, but they're happy to spend $1.75 on a petticoat tail or $6 on a bag of 4 petticoat tails.  Small, immediate-satisfaction items are what sell. 
4. Bring empty bags.  People like to consolidate their purchases in one bag.  Old plastic grocery bags are fine - it is the farmers' market, not the mall, afterall. 
5. Stand up when people come by and greet everyone.  Offer a free sample.  Even though it's right there, most people won't start chatting or tasting unless you invite them too.  This is face-to-face sloooow selling.  It's all about the relationship.  These people don't want to be rushed.  It's Saturday - they want to linger and chat. 
6. Keep it simple.  Too many signs confuse people.  Even if you have signs, chances are they'll ask you questions about everything you thought was explained in the sign.  Farmers' markets are social events - people want to chat with their neighbors.  (See #5.)
7. Use the farmers' market to test market new products I may want to put on my web site. 
8. Get another small table and table cloth so I don't have to put anything on the ground.  Food on the ground, even if it's in bins doesn't look professional.
9. Get some wood blocks on which to position my canopy to make it taller.  While my product is "short", I am tall and wacked my head about a thousand times on the darn canopy I got on sale at Dick's Sporting Goods. 
10. Encourage more people to sign up for my ezine.  Gosh, it was hard to do everything: sell shortbread, make change, keep the samples coming, take a potty break, etc.  I need to be more assertive about the ezine so people will remember Vermont Shortbread Company after the sunny days of summer have passed. 
11. Vermont farmers' markets are a great networking opportunity.  You never know who's going to show up and who they know or what they need in the future. 
12. Plan farmers' market gigs in spring next year (I'd love to do some other local farmers' markets, but it's a lot of work and I would need some help.)  Maybe add 1-2 more to my repetoire.   
13. Do some of my own holiday shopping early while I'm working.  There were some great non-food products that would make unique holiday gifts and I'd be shopping locally and feeling good about supporting my peers. 
14. Bring free treats for the librarians at the Williston library.  We used their bathroom a lot. 

If you're in the Williston area on Saturday, do stop by.  This is the first year for the market and there are some great quality products there.  I bought lots of fresh veggies.  My favorite was the yellow beets which were sweet and juicy.  The beets and the sweet corn that had been picked at 5 a.m. that morning were all I needed to satisfy my cravings for something sweet last weekend.  Who needs chocolate when you have these all-natural sweets?  (Oh, I just realized, shortbread is a sweet...ummm...yessiree, I think you still need shortbread.)

I'll be testing out my Vermont Shortbread Company version of bakewell tart at this week's market.  It's an American adaptation of my English great grandmother's secret family recipe: an individual 4" shortbread tart crust, with a center of raspberry jam, toasted coconut, and almond.  I'm not sure what to call it.  Ideas?  Shortart? 

I'll shoot photos this week, I promise - didn't have time last week!  I'm sure I'll pick up more marketing tips this week too.  And I won't be so nervous and wacky, because I'm no longer a farmers' market first-timer.  :-)

Comments

[Stan]

One of the places I have always wanted to visit is the New England area. It always looks so scenic in the photos. Plus, I'm sure you all could use a little more brothas and sistas up there... ;)

Have a blessed day!

[Michael at Eddiesenergy.com]

I think I learned every single one of those little tid-bits when I was a market rookie. I would like to add some more markets to my schedule next summer as well...But just a heads up, for the bigger ones, I would start planning in Jan./Feb.

PS: I would like some of the "defect" shortbread. I'll try and stop by.

[Dina at Wordfeeder.com]

What a great scene you've painted here! I love this. You've also reminded me that I want to run out and pick blackberries and raspberries and maybe grab some fresh greens and zukes and things at the farmer's market later.

Country living... nothing beats it! Congrats on your foray into the world of farmer's marketing.