In ancient times entire cities were built around the places farmers chose to meet and sell their food. So it’s no surprise that farmers’ markets have become an increasingly popular tool for today’s communities seeking to revitalize their business districts.
But a papyrus poster or rock carving does not do the trick anymore when it comes to getting the word out about these markets. Today it takes a little more effort - and digital savvy - to draw crowds in for fresh, local food
This summer the City of Harrison, Oh launched a marketing campaign that utilized social networking and live entertainment, as well as traditional media, to promote its
farmers’ market’s second season. The effort won the city a statewide marketing award from the
Ohio Economic Development Association (OEDA) last month.
"A lot of times people underestimate social media and how effective it can be,” Harrison’s development director Jennifer Ekey says. “But we were thrilled with the turnout this year.”
The marketing team posted weekly Facebook updates to keep customers abreast of seasonal produce availability, and featured a different vendor each week in a digital newsletter called the “Market Minute.” The newsletter included recipes those vendors recommended for their products.
The digital media generated a buzz not just about the products, but the people that grew or raised them. Ekey says that farmers’ markets are centered around relationships, and customers in Harrison would return to see specific vendors, talk with them and buy their produce.
Harrison launched its farmers’ market last year as part of an effort to invigorate its downtown business district, and as a community-building exercise, Ekey says. Despite some requests from vendors to move to a cooler area in a grass field at a nearby community center, they chose to stay downtown and move vendors into the shade.
"If you look at other communities, when they implement farmers' markets and when they do it in their downtown business district those markets have been very successful and very longstanding," Ekey says.
Ekey says local businesses extended their operating hours during the event, which ran from 4 to 7 p.m on Thursdays, to keep up with the increased foot traffic.
Ekey says that Harrison has been able to grow their economy and population in the last three years despite the economic downturn. She says efforts like the farmers’ market have helped to make that possible.
This is the second time the city of 10,000 has won the OEDA “Excellence in Economic Development Marketing Award” since Ekey became the city’s first development director three years ago. Harrison won the award two years ago for a logo and branding re-design.
By Henry Sweets
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