Marketing Dos & Don'ts

Do:

• Register your brand name (e.g. Thistle Farm).
• Start small by selling your product via farmers' markets, restaurants or independent local shops to see what works.
• Work with one or two like-minded farmers.
• Look at what other successful farmers and food producers are doing at farmers' markets, farm shops, restaurants and in supermarkets.
• Speak to chefs and housewives about what they like.
• Test several different advertising messages (e.g. ads in local paper) or packaging designs on real consumers (e.g. focus group) before you develop the final executions.
• Always sign a confidentiality agreement with any advertising agency.
• Listen carefully to the creative professionals in the agencies.
• Value each customer and all feedback.
• Dare to be different.
• Make sure you are honest - customers always find out in the end.

Don’t:

• Apply to DEFRA for funding. It takes too long and DEFRA is working with the major food multinationals and supermarkets.
• Tell your competitors (e.g. food manufacturers and supermarkets) what you plan to do. If the idea is any good, they’ll either steal it or undermine you.
• Expect the Trade Associations to help. If something needs doing, just get on with it. Committees tend to be useless at marketing.