updates

Made some substantial changes in my thinking after meeting with Christie yesterday - many of them have been coming out as I look at a new website template. (incidentally, wordpress is way harder to use than blogger, but can do cooler things)

here's a summary:
1. Marketing Objective - after considering the idea that we're earning share from the farmers market, it was rightly pointed out that what we're really doing is taking FM customers and engaging them further. the sketch below was helpful.
2. Target Audience - I'd started out with the demographic characteristics of women with college degrees only because they are typical FM customers. Turns out this doesn't make sense, either from an earn share perspective (where my target would just be FM customers generally), or from a stimulate demand perspective (where i want as many customers as possible). Men, you're back in. Sorry to have slighted you like that.

3. FE - Basically I'd already determined that Bike & Beer wasn't a great fit with my positioning generally, since it's all about hands-on local food stuff. I think it's still a conceptual fit, just not a marketing fit. So, i'm going to keep the FE "SIMBY Agritours" but focus only on the farm tours, maybe market some of the others (wine & chocolate, bike & beer) separately, or else bury them in the "group tours" section of the site..

4. FOCUS! so the print ads i was playing with before do highlight local food, but they don't do much for my "hands on experience" message. Also "fresh" and "local" are two separate positioning statements, neither of which is directly related to my primary proposition "hands on experience"