August 9th, 2010 by
Carolyn Parrs & Irv Weinberg , Mind Over Markets
Santa Fe Farmers Market. All the right ingredients.
When it comes to marketing, there’s no such thing as a little thing. And there isn’t any client, even a small local one, who wouldn’t benefit from good marketing and solid strategies to grow their business.
Every client, from a mega manufacturer to a local Farmers Market, has a story to tell and usually that story is bigger and more interesting than it might seem at first.
While many Farmers Markets are back of a truck or side of the road events, the Santa Fe Farmers Market is something more. It’s a much beloved, looked-forward-to weekly happening and social gathering. It’s what gets weary Santa Feans up early on a Saturday morning to be sure Gary doesn’t run out of his organic lettuce before you get there. It’s local marimba bands and kids playing cellos for tips. It’s master chefs turning the bounty of the market into scrumptious food right in front of your eyes. It’s New Mexico chili sending its pungent plumes in the autumn air.
Because it’s so much more than produce, we had to produce a campaign that was educational, witty and celebrated the food, the farmers and the fun of the market. We created the branding line “All the Right Ingredients” to capture that. It’s a line that conveys many things at once. It invites you to be part of the process. It says the market has just what you need for what you’re cooking. That the market has all the right ingredients for a fun day. The right mix of vendors, bakers, farmers, musicians, craftspeople, and of course the many characters that make Santa Fe such a fun and interesting place.
The print ads themselves take on more specific aspects of the market. What local really means. The value of family farms versus factory farms. The character of the food and the characters that sell it. And more than anything, we wanted the campaign to reflect the fun and charm and excitement of the market itself.
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Tags: agriculture, Carolyn Parrs, Factory farms, green business, green communications, Green marketing, green messaging, Irv Weinberg, Mind Over Markets, organic produce, organics, Santa Fe Farmers Market, sustainability in business
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branding |
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February 13th, 2010 by
Carolyn Parrs & Irv Weinberg , Mind Over Markets
They say there is no impression as powerful as a first impression. How’s yours? Have you got a nibble and then failed to hook your visitor? Or have you had that nibble turn into a strike? To add to the pressure, you just have seconds to invite your visitor in and start a relationship growing. That’s a lot to think about so let me go fast.
Make your message about them. Not you.
Say something that is personal to them and their needs. The realer you make it the better.
Be sincere.
Have fun. The green message should be full of life.
Here’s an example of what I mean.
For the Santa Fe Farmers Market, we wanted to focus on the very real differences between what you get at the Farmers Market and what you get at the supermarket. We wanted to make our communication about the farm and the farmer. We wanted to create a relationship between the customer and the grower to make the shopping experience personal and tangible.
“Family Farm, Not Factory Farm” was one of a series of ads that told the story quickly. We relied on theater of the mind to help us do just that. What’s that? It’s the information that you know your customer knows. It’s those built-in pictures you can draw on to tell your story.
Think of what you think of when you hear family farm? Red barns and sunshine. Fresh air and friendly cows. Chickens running free and running streams. All those communicate instantly. They say local. Fresh. Your neighbors growing food for the community. A real family proudly standing behind everything they grow. They say everything you want to say without you having to say it.
Now consider the image of a factory farm. Impersonal. Distant. Corporate. Run for profit, not for love. Plumes of chemicals fogging the air. Just the opposite of what you find in the back of a pickup at your local Farmers Market. See what I mean?
“Family Farm, Not Factory Farm” delivers a big message in 5 little words.
Good communication happens fast when it happens right. Don’t make me work hard to figure out what you’re trying to tell me. I’m working hard enough already.
Tags: Factory farms, family farms, green advertising, green branding, green business, green communications, Green marketing, Irv Weinberg, messaging in the green market, Mind Over Markets, Santa Fe Farmers Market, sustainability in business
Posted in
branding |
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