Direct marketing - why you should start now

In the past, it was common practice to sell your own agricultural produce. Whether it was a visit to the farmer's small farm store next door, a stroll through the weekly market or a box of vegetables with fresh, regional produce - today, direct sales are almost romanticized. There are already more than 30,000 farmers across Germany who market their products directly to their end customers. Direct marketing is making a real comeback - why is that? And how can you take advantage of this for your farm?

The three magic words: regionality, transparency and sustainability

More and more consumers are paying attention to these three attributes when they shop. Awareness of healthy eating, but also of the environment, has changed - especially among younger age groups. Supermarket chains are constantly expanding their regional product range. Nevertheless, under the claim of regionality, transparency and sustainability, this process cannot be equated with the direct sales of a farmer. A visit to the farm store next door is not just a purchase. Rather, it is an experience for the whole family. Who else can claim to have a little chat with the farmer who has just pulled the potatoes out of the ground? Or fed the chickens whose eggs are now being spooned out for Sunday breakfast? No supermarket in the world can offer the closeness to the product and its origin, as well as the personal conversation with the producer. Of course, all this comes at a price. However, a study showed that 9 out of 10 customers accept higher prices in direct marketing. They appreciate the quality of the products and are quite willing to bear the marketing costs incurred. 

6 tips on how to get started in direct marketing and set yourself apart from other businesses

Tip 1: Specialize instead of bogging down

In order to survive on the market, your business needs its very own profile that can be experienced by your customers. On the one hand, this is about personality and authenticity as a producer, but also about the products. Make yourself clear beforehand what makes you as a direct marketer, what is important to you and who you want to reach with it. Don't try to cater to all eventualities and follow every trend. Don't be an egg-laying sow. Focus on what you are good at and use tip 4 to ensure that your business is perceived as unique and credible in the eyes of the consumer. 

Tip 2: Be an owner with heart

In a small to medium-sized company, you represent the company as a person to the outside world and are responsible for a positive image. A likeable, authentic appearance and approachability create trust and loyalty among customers. Stay true to yourself and your attitude and convey this in all areas of marketing. Let your customers feel the passion and love behind your work and above all: let them come because of you.

Tip 3: Make your business a brand

It's never been easier to make your business a brand and stand out from the crowd. It packages your attitudes, values and stands for a quality promise of your products and services. Your brand can also convey attributes such as sustainability, enjoyment, local ties and much more - it all depends on you. The goal is not only to clearly differentiate your brand from the competition, but also to give customers security and orientation in their purchasing decisions and to create trust. It's best if you work together as a team with a pad and pencil to collect what your brand should stand for and what promise is behind it. The next step would be a suitable name as well as an appealing logo to mark products, team and everything that belongs to it - of course we are happy to support you! :) 

Tip 4: Direct marketing means cooperation

The basis for this is the previous tip - the focus on your hobbyhorse. Of course, this does not mean that the offer must consist only of your own products. In addition, you can also offer products from other regional businesses that either do not market directly themselves or, for example, serve a different clientele due to the distance. Another possibility is to rent out your existing space. Cooperation not only creates a larger selection and thus new customers, but also trust and customer loyalty.

Tip 5: Make your products available

In addition to the "tried and true" forms of direct marketing, such as the farm store and stands at the market and in the field, you should also think about innovative distribution channels. Because the distances in the countryside are long and regionality has its limits. Not everyone who wants to can taste your products. In addition to the possibility of cooperating with other direct marketers (see Tip 4), vegetable farmers in particular are increasingly turning to the subscription model. They sell their products in the form of fresh and colorful vegetable boxes, which are sent to their customers at a certain time rhythm. (It is convincing in terms of planning reliability, but of course also requires greater logistical effort). This form can be optimally combined with an online store. Many farmers are already taking advantage of this opportunity for digitization and can thus significantly increase their sales. The personal touch is irreplaceable, but the availability of your products via a digital store is not bad either - why not combine both? 

Tip 6: Build a community

Turn your customers into a community and bind them to you. Keep them informed about progress, involve them in your day-to-day processes and tell the story of your business. The best way to do this is via a company website and social platforms such as Instagram, Facebook, etc. You can create transparency, approachability and ultimately trust through blog posts and regular posts. Social media gives you a permanent place in your customers' everyday lives and ensures interaction. Both you and your customers can communicate with each other and exchange ideas at any time - regardless of time, place or a specific purchase situation.

Yes - everything is easier said than done - but the most important thing is to start and be brave. Don't use the tips as a checklist, but more as a thought-provider or inspiration. Maybe you are already a pioneer in this field? No matter where you are with your business - contact us at any time if you have questions, suggestions or need support. We look forward to hearing from you!