Promoting Your Market

Whenever we think of getting our market noticed in the media we invariably assume we either need paid advertising or some sort of glitzy PR blitz. The truth is that getting free promotion requires a bit of research, a little persistence and an open ended timetable; here’s how it could work for you and your market.

Research – What works in your market area? Sure we all want the front cover of the NY Times, but unless one of your vendors wins the lottery WHILE winning a gold medal AND a Pulitzer, that is fairly unlikely. What is closer to home? A local neighborhood press, community TV, a local radio station or even a local blog can be a great way to get the word out.

Read, watch and listen and see what is out there. Where do the media get their materials from and how often do they use local people to report on local events? How accessible are they; is the mailing address hidden in some secret place or is it right out in front of their publication or website, inviting responses? Are they based in Latvia or in your neighborhood?

Poll your vendors, friends, administrators, Board members, anybody know anyone who can help? You are not trying to break into the Clinton Wedding, you just want some free promotion!

Persistence – Reporters are a wonderful group, but even the ones on TV or radio tend to be a kind of private group who do no t respond to every fan inquiry they receive. You must cultivate the relationship over time. For instance, when you see an article in the local paper or on the Web, drop an e-mail saying, “I really enjoyed your piece on _________ and appreciate your attention to this important issue.” You probably won;t get a response, but you have begin building a relationship. If you find someone focused on agriculture, markets or your community, become their best friend ASAP!

Talk with the local broadcast news about delivering a basket of fresh Market goods sometime and getting some play from the on-air personalities. Ask your vendors for donations to support the effort which does not mean a dozen ears of corn, but a few samples to share. Try to include items that they can enjoy on air. Your eggs may be wonderful, but listening to someone bite into a fresh apple or a Muffin is much more likely to get people to come down to the market ready to buy!

Open Ended Timetable – There is virtually no way to control free media! Recently some very interesting and worthwhile stories got kicked to the curb while some billionaire basketball players played with the national media, and this can happen to you! Do not expect to get a lot of coverage or excitement because you are running a Dia De Muertos sale at the market BUT be ready at a moment’s notice to be creative when the phone rings and there’s an opportunity for you to promote your market!

Prepare yourself with a 30 second speech as to what is so great about your market. Also prepare a 90 second version. You know this stuff you just don’t say it in this way all the time! Make certain you are prepared to respond to inquiries or requests for info from the Press. Do you have pictures to share? How about a current list of vendors? Any background pieces on the market or management? You should have this stuff ready to send at a moment’s notice! If you do not have it; pencil in plans fro early January to start putting it together for next year!
The popular media want to be just that; popular! Farmer’s market, local food, new local varieties and such are all news worthy and can capture more than your share of new promotion if you are ready to act on their interest!

Tags: advertising, farmers market, media, promotion