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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!
