Episode Summary: "From Farmer to Sold-Out Success: How Aurora Mastered Local Marketing"
Podcast: Grow Your Local Business
Host: Leslie Presnall
Guest: Aurora Schunk
Release Date: February 18, 2025
In this inspiring episode of the Grow Your Local Business podcast, host Leslie Presnall sits down with Aurora Schunk, a dedicated farmer and proud graduate of the LocalPreneur Academy. Aurora shares her transformative journey from running a small farm to achieving remarkable local marketing success, including sold-out CSA subscriptions and highly successful collaborative events.
1. Introduction to Aurora Schunk and Shul Farmstead
Timestamp: [02:24]
Aurora Schunk introduces herself as the owner of Shul Farmstead, a one-acre farm located 30 minutes north of Buffalo, New York. Established in 2021, her farm specializes in growing a diverse range of vegetables, herbs, flowers, and microgreens without the use of pesticides, herbicides, or fungicides. She emphasizes her commitment to regenerative agriculture practices, which focus on soil health and biodiversity.
Aurora Schunk: "I grow everything on my farm without using pesticides or herbicides or fungicides. And I incorporate a lot of regenerative agriculture practices on my farm..." ([02:41])
2. Aurora's Journey Before Farming
Timestamp: [03:56]
Before transitioning to farming, Aurora worked in community engagement at a local college, collaborating with students, faculty, and nonprofit organizations. Her passion for community building and environmental stewardship, combined with her upbringing on a dairy farm, inspired her to pursue a career in agriculture.
Aurora Schunk: "Growing up on a dairy farm and volunteering in various community projects just fueled my desire to make a positive impact..." ([04:51])
3. Joining the LocalPreneur Academy
Timestamp: [05:34]
Despite lacking formal experience in business and marketing, Aurora took the leap into farming. Fifteen months prior to the interview, she joined Leslie Presnall’s LocalPreneur Academy to refine her marketing strategies and mindset. This decision marked a pivotal turning point in her business growth.
Aurora Schunk: "I lacked consistent confidence and clarity around who I was and what value I actually brought to my customer..." ([16:56])
4. Overcoming Challenges and Building Confidence
Timestamp: [16:56]
Aurora candidly discusses her initial struggles, particularly with mindset and confidence. She was hesitant to openly promote her farm’s organic practices, fearing it would drive customers away due to higher prices. Through the Academy, she learned to embrace her unique selling propositions and communicate them effectively.
Aurora Schunk: "I almost unapologetically started like screaming from the rooftops when I was at the market..." ([18:53])
Leslie emphasizes the importance of confidence in pricing and value proposition, reinforcing Aurora's transformation.
Leslie Presnall: "When you're so sold on your price first, and you know the reason that it's like that..." ([19:27])
5. Successful Marketing Strategies Implemented
Timestamp: [07:57]
Aurora outlines the specific strategies that led to her recent successes:
- Sold-Out CSA Subscriptions: By leveraging social media to consistently share weekly updates and engaging content, Aurora built a waitlist that culminated in sold-out CSA subscriptions within a week during her Black Friday promotion.
Aurora Schunk: "I sold out my CSA in a week by continually engaging my audience and providing them with valuable insights about the farm..." ([07:56])
- Collaborative Events: Partnering with a local bakery and brewery for a Galentine's Day workshop, Aurora successfully sold out 31 tickets in just 36 hours. This collaboration leveraged both businesses' audiences, amplifying reach and engagement.
Aurora Schunk: "Collaborating with someone who's already done this was very helpful. We created hype by sharing teaser posts and leveraging each other's followings..." ([12:09])
- Educational Content: Aurora began educating her audience on how to use her farm products through recipes and storage tips, making her offerings more relatable and increasing customer engagement.
Aurora Schunk: "I filmed myself making pumpkin puree and shared it on social media, which influenced customers to purchase specific products..." ([25:02])
6. Mindset Shifts and Continuous Learning
Timestamp: [22:44]
Aurora credits the LocalPreneur Academy for instilling a consistent marketing plan and a trust in the process. By adhering to her marketing plan for six months and making necessary tweaks, she maintained consistency and built a loyal customer base.
Aurora Schunk: "Creating the local marketing plan and sticking to it for six months was crucial. It taught me to trust the process and stay consistent..." ([22:44])
Leslie highlights the significance of mindset in overcoming marketing challenges and emphasizes the Academy's role in fostering this growth.
7. Building a Loyal Customer Base Through Authenticity
Timestamp: [15:38]
Aurora explains how sharing her daily farm activities and personal stories helped build a strong, loyal customer base. By being authentic and transparent, she allowed customers to feel connected to her farm's journey, enhancing their appreciation for her products.
Aurora Schunk: "Sharing my own experiences on the farm and bringing people along for the story made my customers feel more connected and invested..." ([15:38])
Leslie agrees, noting that taking customers behind the scenes elevates the perceived value of products and fosters deeper connections.
Leslie Presnall: "Taking people on the journey and showing behind the scenes up the value of what you do. They see the hard work and care that goes into it..." ([16:39])
8. Effectiveness of Local-Focused Social Media Strategies
Timestamp: [27:33]
Aurora delves into her use of local Facebook groups to educate her community about seasonal produce and the benefits of shopping locally. This targeted approach not only informed her audience but also strengthened community ties and positioned her as a local authority.
Aurora Schunk: "Focusing on local Facebook groups helped me educate people on what's in season and build a stronger connection with the community..." ([27:33])
9. Advice for Potential LocalPreneur Academy Members
Timestamp: [33:15]
Aurora passionately recommends the LocalPreneur Academy to other small business owners, highlighting its lasting value and the continuous benefits she reaps from the program. She emphasizes the importance of community support and the practical strategies learned through the Academy.
Aurora Schunk: "Joining is an investment you will not regret. The modules, coaching calls, and community have provided immense value to my business and personal growth..." ([33:15])
Leslie echoes Aurora’s sentiments, underscoring how the Academy serves as a vital resource for maintaining motivation and finding solutions during challenging times.
10. Final Thoughts and Resources
Timestamp: [36:17]
Aurora shares her online presence, directing listeners to her Instagram, Facebook, and website for more resources and information about Shul Farmstead.
Aurora Schunk: "I am on Instagram and Facebook at Shul Farmstead, and my website has a lot of great resources and blog content related to vegetables..." ([36:17])
Leslie concludes the episode by inviting listeners to explore the LocalPreneur Academy, reiterating its role in helping small businesses thrive locally.
Leslie Presnall: "Check out my program, the LocalPreneur Academy, for small business owners who want to become the local go-to in their industry..." ([36:34])
Key Takeaways
- Consistency is Crucial: Maintaining a consistent marketing effort over time builds trust and loyalty.
- Authentic Storytelling Engages Customers: Sharing personal experiences and behind-the-scenes content fosters deeper connections.
- Collaborate to Expand Reach: Partnering with other local businesses can amplify audience engagement and lead to sold-out events.
- Educate Your Audience: Providing valuable information and practical tips helps customers feel more connected and invested in your products.
- Mindset Matters: Building confidence and clarity in your unique value proposition is essential for effective marketing and sales.
Aurora Schunk's journey exemplifies how dedication to authentic, community-focused marketing strategies can lead to significant business success. Her insights offer valuable lessons for local business owners aiming to enhance their presence and foster lasting customer relationships.