Transcript Slide 1

Research-Outreach
Partnerships
Lisa Chase
NET Conference
September 28, 2004
Targeted Marketing Strategies
for Agri-tourism Businesses
The Problem
 How
can small, local businesses
with limited resources reach new
customers?
The Partnership
 UVM
School of Business
Administration, Tom Noordewier
 UVM Extension, Lisa Chase
 Olallie Daylily Gardens,
Amelia and Chris Darrow
Olallie Daylily Gardens
Compare Marketing Efforts
 Ads
 Web
site
 Brochures
 Random mailings
 Targeted mailings (PRIZM)
PRIZM Coded Mailings
 Kids
and cul-de-sacs
 Country squires
 Blue highways
 New ecotopians
Research Methods
 Continue
current marketing efforts
 Direct mailings to PRIZM codes
 Direct mailings to control sample
 Keep track of responses
Research Methods
Classify Olallie’s current customers
– No dominant PRIZM code for
mail-order customers
– 40% of drive-market customers
are “New Ecotopians”
Results
 Highest
responses:
– Magazine ads
– Web site
– Word of mouth
 Low response to mailings
Implications
Implications
 Specialized
products need
specialized marketing
Specialty Products
PRIZM Codes
Random Samples
Next steps
 Expand
research to more sites and
more methods
 Expand the partnership
Join the Partnership!