Marketing in a new light presentation

1. ‘Market-ing’ in a NEW Light
More than a Market:
Leveraging the love for
LOCAL!

2. Our Organization:
The Community Futures Program is funded by FedDev Ontario, with 61 Offices in
Ontario
We’re staffed by professional staff teams & governed by Local Boards of Directors
CFDC’s are limber… We’re able to identify and prioritize local economic needs,
champion entrepreneurial activity by providing expertise, repayable financing for
small & medium businesses, with the goal of increased economic activity &
prosperity in our communities
SLBDC’s Service Areas:
Business Counselling / Business Financing / Community Economic Development

3. In the Beginning. Testing. Testing…
Learn. Grow. Be Bold. Take a break.
Pilot Season – 2011 ( 6 weeks)
Full Summer Seasons 2012, 2013
Best Things?
 Confirmed consumer interest in unique, LOCAL
food, pride in and passion for a taste of place
 Created a loyal customer base
 Strong ‘Market Family’ curated
 Realized ‘outsiders’ loved us too!
Biggest Learning?
 The ‘Sunday Struggle’ is real
 Word of Mouth/Social Media
 Drive by traffic/ visibility is ESSENTIAL
 2014 – Called Time to Strategize & Scout new
location – vendor trust was critical

4. Starting Over & Thinking Bigger…
Presentation to Point Edward Council
Prepped w/ Board Members (Residents of Point
Edward) prior to the pitch!
 Agreed to Pilot
 Didn’t get first choice location, totally okay!
 Waterfront Park – access road
 Excellent for safety/ security
 Easy set up/ tear down
 Excellent Visibility
 Revenue Sharing = Reinvestment & Ads
 Evolve as necessary – Wine & Cider sales
Tie in with existing activities when possible
• Fry Trucks = Sarnia Lambton Institutions
• Soccer
• Movie Nights
• Canada Day

5. Just the Facts
Producer Based - Max of 10% resale
Member of Farmers’ Markets Ontario
Lambton County based is priority (1 outside)
Artisan products pursued to add uniqueness
Mix of full season vendors / Daily vendors
Vendors Grandfathered in from Sunday
Market
Opportunity to showcase SLBDC supported
businesses
Artisans welcomed, but not the focus
Reasonable fees - $500/ 16 weeks

6. Cultivating & Protecting Vendors
• Determine WHO & WHAT you are. Stick to your guns –
Resellers?
• Unique timing of day/week is a WIN – 4-8pm Thursday
• Compete for, but don’t POACH vendors
• Definitive, transparent rules & regulations – share on request
• You WILL have to play ‘Bad Cop’
• Appropriate vendor mix is critical. Be thoughtful & loyal
• Personality as important as products!
• Reasonable fees – Eliminate $ as barrier to entry
• Activism is on the rise. Don’t panic, but have a plan in place!
• Help OTHER markets & Befriend your neighbours

7. Prime Location
Even the most directionally challenged can find us!
Located on the service road, adjacent to
Waterfront Park… Under the Bluewater Bridges

8. Free Stuff
• Demos – Cooking w/ Food friendly Orgs & local chefs
• Allow Event Sales – Cattlemen’s, Steam Threshers,
Pancake Breakfast
• Entertainment – Challenging but appreciated if
possible
• Handouts – Partner & Maximize Free Swag
opportunities Foodland Ontario, Farm & Food Care,
LFA, Commodity Groups with giveaways
• Cash Mob - Libro Credit Union
• Free stuff opens conversations – Engage and THANK
shoppers. Get your intel in a kinder, gentler way

9. People & Products

10. Is YOUR media truly ‘Social’?
 Allow Comments. Don’t delete -
respond promptly, with facts & tact
to praise, inquiries or criticisms
 Promote special days: Ontario Ag
Week, National Maple Syrup Day,
Pi Day and more…
 Follow Market/Food related social
media accounts – a share can be
good content
 Use what’s topical to reinforce the
awesomeness of YOUR entity
(Marketplace)
 Off Season – Promote farm gate
sales, help shoppers continue to
support by buying, doing classes &
more

11. Year Round Local Love…
 Precursor to Charity ‘Tastings’
events
 Featured Vendors were producers
& Food Artisans partnered with a Local
Chef
 Demos
 Recipes for attendees to take home
 Unlimited sampling
 Cross promotions – vendors using
other vendor’s products

12. Breakfast on the Farm
FREE EVENT!
500-750 Guests
AG Education &
Active Learning.
Awesome Food &
community focus
was the BONUS!
Modelled after
Farm & Food
Care’s BOTF
Collaborative &
Community Focused
Highlighting Producers
& Commodity Groups

13. Lambton Farm Feasts
Let’s host a dinner!
From 80 to 200 in 4 years!
Feature YOUR farmers,
Specialty Vendors &
influencers to maximize
your impact. Give guests
their Shop Local Homework!

14. Moving Forward
• There is a life cycle to project
management/leadership
• Viewed as a valuable tourism & business
development asset, Council insists on continuing
• Gradual transition to maintain vendor trust, protect
relationships, seamless transition – All fees to
Village
• Maintain Open Door policy & collaborative
relationship & ensure comprehensive knowledge
transfer – vetting vendors, social media input, Ag
specific information

15. Tastefully Tying it Together.
• Featured Food Day Canada Dinner video
150th Anniversary of Oil Springs. 150
guests
• 3:16 Running Time

16. Thank You!
Questions? Fire away!
Want more info? Get in touch, I’m happy to
talk!
Tracy Ranick, Community Economic Development (CED) Officer
Email: Tracy@slbdc.com
Tel: 519-383-1371 x 23
@SLBDCteam (on Twitter)
Tracy Ranick (LinkedIN)