VI. Marketing Plan
This Section's Contents
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[Company name] seeks to position itself as a reliable, upper-middle-market competitor in the hydroponics farming industry. Consumers can expect to receive superior quality produce grown by seasoned professionals at competitive prices.
The [Company Name] Brand
The [Company Name] brand will focus on the company’s unique value proposition:
- Offering a wide variety of fresh fruits and vegetables all year round
- Latest and efficient hydroponics farm system, equipment, and growing practices
- Affordable prices
- Providing excellent customer service and customer-centric experiences
Promotions Strategy
[Company Name] expects its target market to be individuals, supermarkets, and restaurants within a 30-mile radius of its location. The company’s promotion strategy to reach these customers includes:
Targeted Cold Calls
[Company name] will initially invest significant time and energy into contacting potential customers via telephone. In order to improve the effectiveness of this phase of the marketing strategy, a highly-focused call list will be used, targeting supermarket managers and restaurant owners who are likely to purchase locally grown produce. As this is a very time-consuming process, it will primarily be used during the startup phase to build an initial customer base.
Referrals
[Company name] understands that the best promotion comes from satisfied customers. The company will encourage its customers to refer others by providing economic or financial incentives for every new customer produced. This strategy will increase in effectiveness after the business has already been established.
Direct Mail
The company will use a direct mail campaign to promote its brand and draw customers, as well. The campaign will blanket specific neighborhoods with simple, effective mail advertisements that highlight the credentials and credibility of [Company Name] as a high quality hydroponics farm.
Website/SEO
[Company Name] will invest heavily in developing a professional website that displays all of the features and benefits of the hydroponics company. It will also invest in SEO so that the brand’s website will appear at the top of search engine results.
Pre-Opening Events
Before opening the hydroponics farm, [Company Name] will organize pre-opening events designed for prospective customers and press contacts. These events will create buzz and awareness for [Company Name] in the area.
Print Publications
Advertisements in print publications such as newspapers, magazines, and other local publications are a great way for businesses to reach out to their target audience. The farm will place advertisements in local periodicals and newspapers. Getting appropriate placements in industry magazines and journals will also help to boost brand awareness.
Social Media Marketing
One of the most cost-effective and practical marketing tools for increasing company visibility is social media. The company will use social media to create interesting content on various hydroponics topics and highlight customer feedback to raise audience awareness and loyalty. Engaging with potential customers and business partners on social media platforms such as Facebook, Instagram, Twitter, and LinkedIn can also assist in understanding changing customer needs.
Word of Mouth Marketing
[Company name] will encourage word-of-mouth marketing from loyal and satisfied customers. The company will use recommendations and word-of-mouth marketing to grow the customer base through the network of its existing customers. The company will incentivize its existing customer base to encourage their friends to come and try its fresh fruits and vegetables.
Special Offers
Offers and promotions are a great way for businesses to refill the turnover in their customer base that they lose every year. Special deals will be introduced to attract new customers and encourage repeat purchases, which will be beneficial in the long run. The company will offer a [x] discount for initial months.
Pricing Strategy
[Company Name]’s pricing will be moderate so consumers feel they receive great value when purchasing the hydroponics products. The customer can expect to receive quality fruits and vegetables at a more affordable price than what they pay at high-end hydroponics farm competitors.
