Marketing With A View to the Customer
Several key factors should be considered when developing a successful marketing strategy for your agricultural enterprise. These comments apply particularly to those involved in some form of direct consumer marketing, but I believe these principles apply equally to all agribusiness concerns, whether based on the farm or otherwise.
The five principles of effective marketing that I want to discuss today pivot around improving your view and understanding of your customer. Keeping the needs of your customer always in view will enable you to be responsive to emerging opportunities for your business that could otherwise pass you by. This attentiveness will allow you maintain a competitive edge. And it will allow you to effectively grow your business in partnership with your customers.
The first principle of effective marketing that I want to discuss today is... Know your customer. Your customer may be the end-use customer that consumes the product. But your customers may likely include other businesses that are adding value to your product and, in turn, selling it to the end-use consumer. Your customer base could include a restaurant, a processor, a wholesaler or retailer. Make a list of your key customers and customer types. Are there prospective customers or types of customers with whom you would like to develop a supplier relationship? Do you have current customers with whom you would like to expand business?
The second principle of effective marketing is....Know the value your product delivers to the current or prospective customer. Think beyond price. You look for more than the price when you shop at the hardware or supermarket. Quality, convenience, service, information, ...these are just several of the additional factors we all value over and above the asking price. Many of us are willing to pay more or at least loyally patronize business where such valuable features are consistently available. What are the features of your product that are distinctive or not easily duplicated? Make a list of 6-7 reasons why any customer among those you are trying to target should prefer to do business with you rather than someone else.
Thirdly...Look for ways to set yourself apart as a preferred supplier by finding ways to enhance the value realized by your customers.. Are there additional products or services you can easily provide your some of customers that would, in turn, help them better meet the needs of their customers? Again, make a list of 3-4 possible such actions you do for some of your key customers.
Fourth...Ask directly for feedback from your customers on ways you can better meet their needs. Learn what it is that they value about your products and service. And don't forget, in the words of the great Yogi Berra... "You can learn an awful lot just by looking".
And finally,...Make customer service and satisfaction the centerpiece of your business. Help your customer recognize that you are committed to meeting their needs.
As you begin to think about marketing your various enterprises this next year, I would like to suggest that it is never too early to begin getting to know your customers, their changing needs, and what your business can do to meet their need. Help them to recognize that you are committed to helping them realize a greater value for their business or household.
For More Information
For additional information, please contact, Tim Woods.