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Grow it and they will come <ul><li>Developing a do-able marketing plan for your CSA </li></ul><ul><li>Rob Greenland  www.t...
What we’ll do today <ul><li>Introduce a way of coming up with your own marketing plan </li></ul><ul><li>Understand what ma...
Who do you love? Why? And what do you want out of today?
Who I am.  What I do.  <ul><li>Training - market research, marketing, social business planning </li></ul><ul><li>Consultan...
www.thesocialbusiness.co.uk Named top UK social enterprise blog
Me and Local Food <ul><li>Former member of Swillington CSA </li></ul><ul><li>Local Food adviser </li></ul><ul><li>Ex-allot...
I believe this <ul><li>It’s important to do simple stuff that works </li></ul><ul><li>If you think things through, you wil...
Your Field of Bad Dreams <ul><li>Grow it - and they might not come </li></ul>
Why is all of this important? <ul><li>Because a lot of social enterprises aren’t very good at marketing </li></ul><ul><li>...
What is marketing? <ul><li>Every contact you make with customers, suppliers and staff </li></ul><ul><li>The whole business...
What is a market? <ul><li>A set of all existing and potential buyers of a product or service </li></ul><ul><li>or </li></u...
How do I decide what market I’m in? <ul><li>Ask what your customer needs </li></ul><ul><li>With the person next to you - d...
Understanding your market <ul><li>No shortcut - market research </li></ul><ul><ul><li>Your market </li></ul></ul><ul><ul><...
Customer segmentation <ul><li>Division of a market into different groups of customers who have things in common. </li></ul...
Because customers are not all the same! <ul><li>Different customers have different needs </li></ul><ul><li>If you understa...
Who are their customers?
Who are your customers? <ul><li>Some ways you may group customers together include: </li></ul><ul><li>Age, gender, employm...
Now do the same for your CSAs <ul><li>Try to break down who you think your target customers are into “segments” - customer...
Your marketing mix <ul><li>Your chance to tailor what you offer to meet each group’s needs. </li></ul><ul><li>Your mix is ...
What’s their marketing mix?
How about a CSA’s marketing mix? <ul><li>Think about how to tailor the following features: </li></ul><ul><ul><li>Product -...
So, to recap… <ul><li>We’ve looked at what market you’re in </li></ul><ul><li>We’ve identified a number of customer groups...
Next <ul><li>Think like a customer - think  benefits </li></ul><ul><li>Then decide how you’ll get your message across (the...
Your step-by-step marketing plan <ul><li>If: </li></ul><ul><li>You understand who your customers are </li></ul><ul><li>You...
Step by step <ul><li>What  benefits  will your service bring? </li></ul><ul><li>What are your  key messages  (focus in par...
Develop a long-term relationship <ul><li>Please promise me one thing now: </li></ul><ul><li>Think long and hard before tak...
 
Some things that might work for you Speak at events Pay per click ads Facebook Website Signage/A Frame Mailshot Networking...
What has worked for you? Photo from acnatta via flickr.com
But remember… <ul><li>What works in one place doesn’t necessarily work in another. </li></ul><ul><li>That’s why I don’t of...
To recap <ul><li>Be clear about what market you’re in </li></ul><ul><li>Understand your customers - inside out </li></ul><...
What happens next? <ul><li>What will you do next? </li></ul><ul><li>Where can you go for support? </li></ul><ul><li>Are th...
www.thesocialbusiness.co.uk
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A do-able marketing plan for your CSA

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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!

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A do-able marketing plan for your CSA

  1. 1. Grow it and they will come <ul><li>Developing a do-able marketing plan for your CSA </li></ul><ul><li>Rob Greenland www.thesocialbusiness.co.uk </li></ul>Photo from Southern Foodways Alliance via Flickr
  2. 2. What we’ll do today <ul><li>Introduce a way of coming up with your own marketing plan </li></ul><ul><li>Understand what marketing is about - one step at a time </li></ul><ul><li>Do some practical exercises </li></ul><ul><li>Help you to look at how to build long-term relationships with customers </li></ul>
  3. 3. Who do you love? Why? And what do you want out of today?
  4. 4. Who I am. What I do. <ul><li>Training - market research, marketing, social business planning </li></ul><ul><li>Consultancy - social enterprise </li></ul><ul><li>One to one support </li></ul>Photo from Ant Smallwood via flickr.com
  5. 5. www.thesocialbusiness.co.uk Named top UK social enterprise blog
  6. 6. Me and Local Food <ul><li>Former member of Swillington CSA </li></ul><ul><li>Local Food adviser </li></ul><ul><li>Ex-allotmenteer </li></ul><ul><li>All-round interest in local economies </li></ul>Photo from Ant Smallwood via flickr.com
  7. 7. I believe this <ul><li>It’s important to do simple stuff that works </li></ul><ul><li>If you think things through, you will come up with good, cost effective ways to market your business </li></ul><ul><li>And above all, you need to build your business around your customers </li></ul>
  8. 8. Your Field of Bad Dreams <ul><li>Grow it - and they might not come </li></ul>
  9. 9. Why is all of this important? <ul><li>Because a lot of social enterprises aren’t very good at marketing </li></ul><ul><li>We often focus on production - and forget about the marketing </li></ul><ul><li>We sometimes use lack of marketing budget as a convenient excuse </li></ul>
  10. 10. What is marketing? <ul><li>Every contact you make with customers, suppliers and staff </li></ul><ul><li>The whole business seen from your customer’s point of view </li></ul><ul><li>Building relationships with customers </li></ul>
  11. 11. What is a market? <ul><li>A set of all existing and potential buyers of a product or service </li></ul><ul><li>or </li></ul><ul><li>The total value of products or services which satisfy the same customer need </li></ul>
  12. 12. How do I decide what market I’m in? <ul><li>Ask what your customer needs </li></ul><ul><li>With the person next to you - discuss what needs you plan to meet /currently meet. </li></ul>Photo from flydime via flickr.com
  13. 13. Understanding your market <ul><li>No shortcut - market research </li></ul><ul><ul><li>Your market </li></ul></ul><ul><ul><li>Your customers </li></ul></ul><ul><ul><li>Your competitors </li></ul></ul><ul><li>Today we’re focusing on customers </li></ul>
  14. 14. Customer segmentation <ul><li>Division of a market into different groups of customers who have things in common. </li></ul><ul><li>Why is it important to do this? </li></ul>
  15. 15. Because customers are not all the same! <ul><li>Different customers have different needs </li></ul><ul><li>If you understand that, you can tailor what you offer to meet their needs </li></ul><ul><li>It can help you to identify who to focus on - and perhaps target new customer groups </li></ul>
  16. 16. Who are their customers?
  17. 17. Who are your customers? <ul><li>Some ways you may group customers together include: </li></ul><ul><li>Age, gender, employment status, family status, ethnic origin, income level etc </li></ul><ul><li>How they buy your product/service - eg committed buyers, special occasion buyers… </li></ul><ul><li>Can you identify which groups to focus on - and find your niche? </li></ul>
  18. 18. Now do the same for your CSAs <ul><li>Try to break down who you think your target customers are into “segments” - customers with broadly common characteristics. </li></ul><ul><li>You might come up with around five or six groups </li></ul><ul><li>Try to give each group a name - be creative! </li></ul>
  19. 19. Your marketing mix <ul><li>Your chance to tailor what you offer to meet each group’s needs. </li></ul><ul><li>Your mix is a unique combination of: </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Place </li></ul></ul>
  20. 20. What’s their marketing mix?
  21. 21. How about a CSA’s marketing mix? <ul><li>Think about how to tailor the following features: </li></ul><ul><ul><li>Product - what will you offer (and not offer)? </li></ul></ul><ul><ul><li>Price - discounts, payment options, guaranteed pricing? </li></ul></ul><ul><ul><li>Place - where will you sell? </li></ul></ul><ul><ul><li>We’ll look at promotion later </li></ul></ul>
  22. 22. So, to recap… <ul><li>We’ve looked at what market you’re in </li></ul><ul><li>We’ve identified a number of customer groups with common characteristics - customer segmentation </li></ul><ul><li>We’ve looked at what you will offer - your marketing mix </li></ul>
  23. 23. Next <ul><li>Think like a customer - think benefits </li></ul><ul><li>Then decide how you’ll get your message across (the bit most of us think of as marketing) </li></ul>
  24. 24. Your step-by-step marketing plan <ul><li>If: </li></ul><ul><li>You understand who your customers are </li></ul><ul><li>You know what you’re selling to them </li></ul><ul><li>You understand what benefits they can get from you </li></ul><ul><li>Then you can come up with a marketing plan - as long as you keep thinking like a customer </li></ul>
  25. 25. Step by step <ul><li>What benefits will your service bring? </li></ul><ul><li>What are your key messages (focus in particular on benefits)? </li></ul><ul><li>Then, how will you get your messages across ? </li></ul>
  26. 26. Develop a long-term relationship <ul><li>Please promise me one thing now: </li></ul><ul><li>Think long and hard before taking out an advertorial in your local paper </li></ul><ul><li>Instead - think creatively - how will you build up a relationship with your customers? </li></ul>
  27. 28. 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
  28. 29. What has worked for you? Photo from acnatta via flickr.com
  29. 30. But remember… <ul><li>What works in one place doesn’t necessarily work in another. </li></ul><ul><li>That’s why I don’t offer a “top ten” of marketing ideas. </li></ul>Photo from sacks08 via flickr.com
  30. 31. To recap <ul><li>Be clear about what market you’re in </li></ul><ul><li>Understand your customers - inside out </li></ul><ul><li>Tailor your service to meet their needs </li></ul><ul><li>Think about the benefits your service offers to your customers </li></ul><ul><li>Get your messages right (sell the benefits) </li></ul><ul><li>Then - and only then - think about spending money on “marketing”. </li></ul><ul><li>Be realistic - and do achievable things well </li></ul>
  31. 32. What happens next? <ul><li>What will you do next? </li></ul><ul><li>Where can you go for support? </li></ul><ul><li>Are there ways you can collaborate? </li></ul>
  32. 33. www.thesocialbusiness.co.uk

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