finding your target market 2013
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Identifying and Reaching your Target Market
Rick VanVrankenRutgers Cooperative Extension-
Atlantic County
6260 Old Harding Hwy.
Mays Landing, NJ 08330
609-625-0056
vanvranken@njaes.rutgers.edu
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Ahhh… life on the farm!
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
If I grow it, they will come!
Won’t they?
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Not your grandparents’ farm anymore!
Marketing your Produce
Producing for your Market!
Finding your Target Market Reaching your Target
Market
WHO are ‘they’?
If you grow it, they will come only if you can answer …
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Knowing Your Market – The Most Challenging Part of a Business
Plan “Can you tell me how to
find customers for my products?"
"How much can I expect them to buy?”
“…probably the most troubling business questions that agricultural extension educators hear from small farm operators.”
Charles Schlough. 2001. Knowing Your Market – The Most Challenging Part of a Business Plan. Smart Marketing newsletter, Dept Applied Economics & Management, Cornell Univ.
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
What do ‘they’ want?
Some like them hot, some like them hotter, …
Scotch bonnet/habanero
Jalapeno, Cayenne
Pablano, Anaheim
Thai
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
…but some like them mild!
Have you asked?
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
WHO are ‘they’?
<American vs. Mexican>
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
#1 Rule in Marketing
Give the consumer what he/she wants!
Grow the right cropHarvest at correct stagePackage appropriately
for the customer/consumer
Avoid costly mistakesKeep the buyer happy!
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
The Food Chain from Farm to Plate
Farmer Cooperative
Retail Store/RestaurantProcessor
Broker/Buyer/Shipper
Direct MarketFarm Market
TailgateCSA
Mail Order/I-net
Consumer
Community Farmers’ Markets
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Community Supported Agriculture
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Wholesale Buyer-Shippers
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Terminal Market Commission Merchants
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Distributors
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Retail Grocers
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Finding your Target Market How?
Primary Research— just ASK! In-person Surveys Coupons
Visit the community Markets Trade shows Events
Read about them and what they read Trade publications Food magazines
Secondary Research US Census
National MarketMaker
WorldCrops.org
Pay for a market analysis?
Private Extension County or Municipal
Planning/Economic Development office
Better Business Bureau
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Ask What?
Consumers How much do they normally
buy? How frequently do they shop? Do they prefer or only buy
local, organic, IPM? Will they pay a premium for
local, organic, IPM and how much?
Where do they shop now? Do they prefer to visit a farm,
a community farmers’ market, a retail market, or have it delivered?
How far are they willing to drive to a farm?
What else would entice them to buy your product?
Wholesalers How much volume they would
use? When would they want it Are particular varieties
preferred? At what stage should it be
harvested? What type of packaging
would be required? Will food safety certification
would be required, and if yes, which kind?
What price range would they expect to pay?
Will they pay a premium for local, organic, IPM and how much?
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Market Analysis Describes
the product or service, the estimated size of the market in terms of
volume of product or amount of service, the segment of the market you expect to
serve, and the geographic area you will serve
Dean McCorkle and David Anderson. 2009. Niche Marketing. Texas A&M Extension.
WHO are ‘they’?
Distribution of Selected Asian & Hispanic Ethnic Populations in the NortheastBased on Richard VanVranken, Rutgers University NJAES Cooperative Extension
Asian Indian1895452, 35%
Chinese2106202, 29%
Filipino640030, 27%
Japanese163464, -5%
Korean739428, 22%
Vietnamese349454, 23%
Mexican2109372, 49%
Puerto Rican5030220, 16%
Cuban423070, 16%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
MD
MD
MD
MD
MD
MD
MD
MD
MD
MA
MA
MA
MA
MA
MA
MA
MA
MA
NJ
NJ
NJ
NJ
NJ
NJ
NJ
NJ
NJ
NY
NY
NY
NY
NY
NY
NY
NY
NY
PA
PA
PA
PA
PA
PA
PA
PA
PA
CT
DE
DC
ME
MD
MA
NH
NJ
NY
PA
RI
VT
WV
% of Total Northeast Ethnic Population in each State
Eth
nic
Gro
up
, Siz
e &
% G
row
th 2
000
to 2
010
Data: US Census 2010 and 2000. Graph prepared by Y. Han
Distribution of Selected Asian & Hispanic Ethnic Populations in the NortheastBased on Richard VanVranken , Rutgers University NJAES Cooperative Extension
CT DE DC ME MD MA NH NJ NY PA RI VT WV0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cuban
Puerto Rican
Mexican
Vietnamese
Korean
Japanese
Filipino
Chinese
Asian Indian
% of Total Northeast Ethnic Population in each State
Eth
nic
Gro
up
Pop
ula
tion
(20
10)
Data: US Census 2010Graph prepared by Y. Han
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Census Data RevealMarket
Opportunities
What kind of hot peppers should I grow?
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Finding your Target Market
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Communicate-ADVERTISE Word of Mouth Direct Mail
Post cards Newsletters
Merchandising Signs – on site or off Packaging and Display
Traditional Media Classified Ads Newspaper Ads Radio Television
Social Media Email Website Blogging
Reaching your Target Customer
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Guerilla Marketing Down on the Farm
“Matty Matarazzo, media-whiz owner of Matarazzo Farms…is a master of using the media to gain free publicity.”
“…an album full of press clippings… largely as the result of sending out at least one news release a week.”
—from Sell What you Sow by Eric Gibson
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
“We can spend thousands of dollars on advertising,
commercials and radio … none give us the most
important reward of the press release—credibility.
Robert “Matty” Matarazzo
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Communicate & Advertise
Word of Mouth
Direct Mail
Merchandising
Traditional Media
New Social Media
Primary Research ASK!
Visit the community
Read about them and what they read
Secondary Research US Census
National MarketMaker
WorldCrops.org
Target YOUR Customers
FIND them - REACH them -
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Search for ‘Marketing Matters’ at http://www.growingproduce.com
Rick VanVranken, Agricultural AgentCooperative Extension of Atlantic County
Identifying and Reaching your Target Market
Rick VanVrankenRutgers Cooperative Extension-
Atlantic County
6260 Old Harding Hwy.
Mays Landing, NJ 08330
609-625-0056
vanvranken@njaes.rutgers.edu
Archived at: https://www.facebook.com/AnniesProjectNJ
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