Marketing and Advertising When thinking about how to target your advertising, consider what newspapers your benefit customers read, and the radio stations they listen to. If they use public transportation, what bus or train lines do they frequent? Are there church bulletins or neighborhood newsletters where you could advertise SNAP, FMNP, and eWIC at your farmers market or farm stand? A targeted effort, rather than an advertising campaign for the entire town or city, will cost less and will be more effective in reaching the intended audience. The best advertising is free advertising in the form of news stories about the market or calendar listings in the local paper. Get to know your local reporters and pitch stories about your benefit acceptance, new and interesting products at the market, and upcoming events. Submit press releases because many local newspapers will simply reprint them. After you have developed a relationship with several reporters they will look to you for stories. These days, a lot of people are interested in healthy, nutritious foods, including many local politicians. For example, A SNAP project at the market is a feel-good story that most politicians will support. Invite them to a special event welcoming SNAP customers to your market and invite the local press to cover the story.
34
Made with FlippingBook. PDF to flipbook with ease