given by Mike Ochterski, Cornell Extension at the Grazing Conference in Waterville earlier this spring.

Marketing everything we DO to sell more farm products. The following are things that Mike has found that successful producers do to market their beef directly to consumers.
1. Existing customers are more profitable than new customers.
2. Your job is to make farm products look amazing!
3. Two kinds of useful publicity: free publicity and paid publicity. 4 to 6% of gross sales should be spent on marketing.
4. Besides high quality, good price, great service my farm products are distinct because... (everyone is different) ... Organic, humane, history, breed, land, etc. What makes your farm different, what's your "brand"
5. Marketing.  Women make the decisions 80% of the time, so have to have a feeling to it. Impressions to convey... This meat is amazing! You can count on my quality and flexibility. We are in this together (in a relationship, loyalty), it is easy to buy from me - it will be convenient (paying by credit card - Square system on smart phones if off site)
6. Use marketing weapons as outlined in the "Guerilla Marketing" book. Use as many as you can. You are narrow casting the farm. Focus on potential customers.
7. Hand out business card constantly
8. Send thank you notes to the last four customers
9. Put up a nice sign at your place of business. Use the same sign at farmers markets and on trucks.
10. Add marketing message to your email.
11. Maintain consistent contact. Email every couple of weeks. Subject line "buy your beef" four days before the farm market so they can order and deliver at farm market. Newsletters need to be consistent
12. Be friendly, chummy, bubbly on the phone.
13. Put your farm name on T-shirts. And you hand out to your customers.
14. Serve on a local board or committee (Town, church, etc.) Contact with influential people.
15. Write or contribute to a magazine article about livestock.  When a reporter calls to do a story.
16. Call local radio station for on air interview. i.e. Grilling season interview.
17. Make gift certificates available for your products. Contribute to local charity. No end date!
18. Take photos of your farm and have them ready to share. Photo essays at the farmers market. Everyday life on the farm type photo. No poop. Show the work of the farm.
19. Offer tours to your existing customers. And ask them to bring a friend. Bio security, high risk people not in livestock areas. Customers are not a high risk.
20. Provide a special offer to a local club. i.e. 10% off half carcass.
21 . Mascots like a friendly dog.  i.e. Llama guarding sheep. Or wildlife.
22. Wear farm apparel anytime you are around customers. Need to be clean!
23. Unexpectedly fast service.
24. Spy on other farmers. See what impresses you.
25. Presentations at civic groups.
26. Read criticisms about pasture- based meats. Be aware of them and how to address concerns.
27. Accept credit and debit cards! Plastic people buy 15 to 18% more.
28. Ask customers relevant questions. Do you slow cook or stew or flash cook. Ethnic dishes? Bulk meats with other people?
29. Offer limited-time offer item.
30. Maintain an updated website. Should or should not include price if they are competitive in price.  i.e. Our price vs. Price at farmers market.
31. Maintain a neat farmstead! People judge by what they see.    Notes by Donna Coffin, University of Maine Cooperative Extension