Research-OutreachPartnerships

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 ChaseOlallie Daylily Gardens,

Amelia and Chris Darrow

Olallie Daylily Gardens

Compare Marketing Efforts

AdsWeb siteBrochuresRandom mailingsTargeted mailings (PRIZM)

PRIZM Coded Mailings

Kids and cul-de-sacsCountry squiresBlue highwaysNew ecotopians

Research Methods

Continue current marketing effortsDirect mailings to PRIZM codesDirect mailings to control sampleKeep 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

Random Samples

PRIZM Codes

Specialty Products

Next steps

Expand research to more sites and more methods

Expand the partnership

Join the Partnership!