Direct marketing - why you should start now

In the past, it was common/common practice to sell your own agricultural products. Be it a visit to the farmer's small farm shop next door, strolling through the weekly market or the vegetable box with fresh, regional products - Today, direct sales are almost romanticized. There are already over 30,000 farmers across Germany who market their products directly to their end customers. Direct marketing is making a real comeback — why actually? And how can you also use that for your company?

The three magic words: regionality, transparency and sustainability

More and more consumers are paying attention to these three attributes when shopping. Awareness of a healthy diet, but also of the environment, has changed — particularly among younger age groups. Supermarket chains are constantly expanding their range of regional offerings. However, this process cannot be equated with direct sales by a farmer under the claim of regionality, transparency and sustainability. A visit to the farm shop next door is not just shopping. 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 to have fed the chickens whose eggs are now being spooned out at Sunday breakfast? No supermarket in the world can offer proximity to the product and its creation as well as a personal conversation with the producer. All of this comes at a price, of course. However, a study found that 9 out of 10 customers accept higher prices for direct marketing. They appreciate the quality of the products and are fully prepared to bear the marketing costs.

6 tips on how to start direct marketing and set yourself apart from other companies

Tip 1: Specialize instead of distracting

In order to survive on the market, your company needs its very own profile, which can be experienced by your customers. On the one hand, this is about personality and authenticity as a producer, but also about the products. Be clear beforehand what makes you stand out as a direct marketer, what is important to you and who you want to reach with it. Don't try to address every contingency and adapt to every trend. Don't be an egg-laying wool-milk sow. Focus on what you're good at and use tip 4. This way, your company will be perceived as unique and credible in the eyes of the consumer.

Tip 2: Be an owner with a heart

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

Tip 3: Make your company a brand

It has never been easier to make your company a brand and stand out from the crowd even more. It packs your attitudes, values and stands for the quality promise of your products and services. Your brand can also convey attributes such as sustainability, enjoyment, attachment to home and much more — that depends entirely on you. In addition to clearly differentiating yourself from the competition, the aim is also to give customers security and orientation when making a purchase decision and to create trust. It is best to collect together as a team with pen and pad what your brand should stand for and what promise stands behind it. The next step would be a suitable name and logo to mark products, team and everything that goes with them - we would be happy to help you with that, of course! :)

Tip 4: Direct marketing means cooperation

The basis for this is the previous tip - focus on your hobby horse. Of course, this doesn't mean that the offer only has to consist of your own products. In addition, you can also offer products from other regionally based companies that either do not directly market themselves or, for example, also serve another customer base due to the distance. Another option is to rent out your existing parking 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 tested” forms of direct marketing, such as farm shops and stands on the market and in the field, you should also think about innovative sales channels. Because the roads in the countryside are long and regionality has its limits. Not everyone who wants to can just taste your products. In addition to the opportunity to cooperate with other direct marketers (see tip 4), vegetable growers 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 specific time interval. (It is convincing in terms of planning security, but of course also requires greater logistical effort.) This form is ideal for combining with an online shop. Many farmers are already taking advantage of this digitization opportunity and can therefore significantly increase their sales. The personal whistle is irreplaceable, but the availability of your products via a digital shop isn't bad either - why not combine the two?

Tip 6: Build a community

Turn your customers into a community and connect them to you. Inform them about progress, take them into everyday processes and tell the story of your company. The best way to do this is via a company website and social platforms such as Instagram, Facebook and Co. Through blog posts and regular posts, you create transparency, accessibility and ultimately trust. Through social media, you take on a permanent place in the everyday life of your customers and ensure interaction. Both you and your customers can communicate and exchange ideas with each other at any time — regardless of time, place or a specific purchase situation.

Yes — it's all easier said than done — but the most important thing is: Start and be brave. Don't use the tips as a checklist, but more as a reminder or inspiration. Perhaps you are already a pioneer in this field? No matter where you are with your company, feel free to contact us at any time if you have any questions, suggestions or need support. We're looking forward to seeing you!