Marketing & Promotion Guide

Build awareness and attract shoppers to grow your local food community

Marketing Strategy Overview

Successful market promotion combines digital and traditional marketing to reach diverse audiences. Your marketing should tell the story of your growers, showcase fresh products, and make it easy for shoppers to participate.

🎯 Know Your Audience

Understand who shops at your market and what motivates them

📖 Tell Your Story

Share the unique value of local food and your farming community

🔄 Be Consistent

Regular communication builds trust and shopping habits

📊 Measure Results

Track what works to improve your marketing over time

Digital Marketing Channels

Leverage online platforms to reach shoppers where they spend time and make ordering convenient.

Social Media Marketing

Facebook

Best For: Community building, event promotion, detailed posts

  • Create a dedicated market page (not personal profile)
  • Post 3-5 times per week during peak engagement times
  • Share grower spotlights and product features
  • Create events for special markets and pickup days
  • Use Facebook Live for farm tours and cooking demos
  • Encourage check-ins and reviews from shoppers
Sample Weekly Schedule
  • Monday: Order opening reminder with featured products
  • Wednesday: Grower spotlight or recipe
  • Friday: Last chance to order + what's fresh
  • Saturday: Pickup day photos and thank you

Instagram

Best For: Visual storytelling, younger demographics, product photos

  • Post high-quality photos of products and market scenes
  • Use Stories for time-sensitive updates and behind-the-scenes
  • Create Reels showing market energy and cooking ideas
  • Use relevant hashtags: #localfood #farmersmarket #[yourcity]
  • Partner with local food influencers and bloggers
  • Tag growers and encourage user-generated content

Email Marketing

Best For: Direct communication, detailed information, loyal shoppers

  • Send weekly newsletters with market updates
  • Highlight seasonal products and availability
  • Include recipes and storage tips
  • Feature grower stories and farm updates
  • Provide clear calls-to-action for ordering
  • Segment lists for targeted messaging

Content Calendar Template

Monthly Marketing Rhythm

Week 1: Seasonal spotlight, new grower introduction
Week 2: Recipe feature, cooking tips, product education
Week 3: Community impact story, shopper testimonials
Week 4: Next month preview, special events, celebrations

Traditional Marketing Methods

Don't overlook offline marketing opportunities that connect with your local community.

🏪 Local Partnerships

  • Cross-promote with local restaurants using your products
  • Partner with gyms, yoga studios, and wellness centers
  • Collaborate with schools for educational programs
  • Work with local media for feature stories

📰 Print Materials

  • Distribute flyers at community centers and libraries
  • Create rack cards for tourist information centers
  • Design eye-catching banners for pickup locations
  • Print shopping guides with grower profiles

🎪 Community Events

  • Host cooking demonstrations at the market
  • Participate in local festivals and fairs
  • Organize farm tours and meet-the-grower events
  • Sponsor community activities and sports teams

🎙️ Word of Mouth

  • Encourage shoppers to bring friends
  • Create referral incentives and rewards
  • Provide excellent service that people talk about
  • Make it easy to share market information

Creating Compelling Content

Great content tells stories, educates shoppers, and makes local food irresistible.

Content Types That Work

📸 Product Photography

  • Shoot in natural light for best colors
  • Show products in context (baskets, kitchens, meals)
  • Include people enjoying the food
  • Capture the "imperfect" beauty of farm products
Photo Tip: Create a simple photo booth at pickup with good lighting and props. Encourage growers and shoppers to take photos you can share.

✍️ Grower Stories

  • Interview growers about their farming journey
  • Share their growing practices and philosophy
  • Highlight unique products and varieties
  • Include photos of the farm and family

🍳 Recipes and Tips

  • Feature simple recipes using seasonal products
  • Share storage and preservation tips
  • Create cooking videos or photo tutorials
  • Collect and share shopper recipes

📊 Impact Stories

  • Share economic impact on local farms
  • Highlight environmental benefits
  • Feature community health improvements
  • Celebrate market milestones and growth

Writing Effective Copy

Keep It Simple

  • Use conversational, friendly language
  • Avoid agricultural jargon
  • Focus on benefits to shoppers
  • Include clear calls to action

Example Post Transformation

❌ Before:

"Our market has various brassica cultivars available from certified producers."

✅ After:

"Fresh broccoli, cabbage, and kale from local farms! Perfect for healthy weeknight dinners. Order by Friday!"

Email Marketing Best Practices

Email remains one of the most effective ways to drive orders and build relationships.

Newsletter Template

Email Metrics to Track

  • Open Rate: Aim for 25-35% (industry average is 20%)
  • Click Rate: Target 5-10% clicking to your market site
  • Conversion Rate: Track how many email readers place orders
  • Unsubscribe Rate: Keep below 0.5% per campaign

Promotional Campaigns

Strategic campaigns can boost awareness, attract new shoppers, and increase sales.

Campaign Ideas

🌱 Spring Launch

Theme: "Fresh Start with Local Food"

  • New shopper discounts
  • Spring produce previews
  • Garden planning resources
  • Earth Day tie-ins

☀️ Summer Abundance

Theme: "Taste the Season"

  • Recipe contests
  • Preservation workshops
  • Picnic basket specials
  • Kids eat free programs

🍂 Fall Harvest

Theme: "Stock Up for Winter"

  • Bulk buying options
  • Holiday meal planning
  • Storage share programs
  • Thanksgiving features

❄️ Winter Warmth

Theme: "Comfort Food, Local Love"

  • Soup and stew ingredients
  • Gift basket options
  • Indoor grower features
  • New Year healthy eating

Campaign Planning Checklist

Building Your Brand

A strong, consistent brand helps your market stand out and builds shopper loyalty.

Brand Elements

🎨 Visual Identity

  • Logo that reflects your market's character
  • Consistent color palette (3-5 colors max)
  • Typography that's readable and friendly
  • Photo style guide for consistency

📣 Voice and Tone

  • Friendly and approachable
  • Knowledgeable but not preachy
  • Enthusiastic about local food
  • Inclusive and welcoming to all

💡 Key Messages

  • Fresh, local, seasonal produce
  • Support local farm families
  • Build community connections
  • Convenient online ordering

🎯 Unique Value

  • What makes your market special?
  • Why shop here vs. grocery stores?
  • What experience do you provide?
  • How do you serve the community?

Measuring Success

Track your marketing effectiveness to improve strategies and demonstrate ROI.

Key Performance Indicators (KPIs)

📈 Growth Metrics

  • New shopper registrations
  • Total active shoppers
  • Average order value
  • Order frequency

👥 Engagement Metrics

  • Social media followers
  • Post engagement rates
  • Email open/click rates
  • Website traffic sources

💰 Revenue Metrics

  • Sales by channel source
  • Campaign ROI
  • Customer lifetime value
  • Cost per acquisition

Monthly Marketing Report Template

  1. Executive Summary: Key wins and challenges
  2. Channel Performance: Results by marketing channel
  3. Campaign Analysis: Special promotion outcomes
  4. Shopper Insights: Feedback and behavior trends
  5. Next Month Focus: Upcoming priorities and plans

Marketing Resources

Tools and templates to streamline your marketing efforts.

Recommended Tools

📱 Social Media Management

  • Buffer or Hootsuite: Schedule posts across platforms
  • Canva: Create graphics and social media images
  • Later: Visual content calendar for Instagram

📧 Email Marketing

  • Mailchimp: User-friendly email campaigns
  • Constant Contact: Built for small businesses
  • ConvertKit: Advanced automation options

📊 Analytics

  • Google Analytics: Website traffic insights
  • Facebook Insights: Social media analytics
  • Bitly: Track link clicks and sources

Marketing Budget Guidelines

Most successful markets invest 5-10% of gross sales in marketing. Start small with free and low-cost options, then expand based on what generates results.

  • Free: Social media, email to existing list, partnerships
  • Low Cost: Printed flyers, social media ads, email platform
  • Investment: Professional photography, paid advertising, events

Get Started with Marketing

Ready to grow your market? Start with these action items:

  1. Set up social media profiles on 2 platforms
  2. Create a simple content calendar for the next month
  3. Take photos of your 10 best-selling products
  4. Write and send your first market newsletter
  5. Identify 3 local partners for cross-promotion
Seasonal Planning Back to Market Management