My Digital Farmer Podcast - Episode 283: CSA Early Renewal Promotions: My Process

Release Date: October 16, 2024

Host: Corinna Bench
Farm: Shared Legacy Farms, Elmore, Ohio
Website: MyDigitalFarmer.com

Introduction

In Episode 283 of the My Digital Farmer Podcast, CSA farmer and marketing specialist Corinna Bench delves into her proven process for executing successful early renewal promotions for Community Supported Agriculture (CSA) shares. Drawing from seven years of experience, Corinna shares actionable strategies to help fellow farmers enhance member retention, boost sales, and streamline their promotional campaigns.

1. Planning the Early Renewal Promotion

Corinna begins by outlining the importance of timing in running early renewal promotions. She emphasizes that scheduling your promotion towards the end of your farming season can capitalize on the emotional high of your members, making them more inclined to renew.

Key Points:

• Optimal Timing: End of the farming season is ideal to leverage the positive emotions of members.
• Preparation Timeline: Start planning approximately two weeks before your promotion begins. Corinna spends about six days preparing her campaign, with additional time for more intricate tasks.

Notable Quote:

"If you can swing it, run your promotion at the very end of your season so that it lands on the last week before you need to switch over. This way, you tap into the emotional high your members are feeling."
— Corinna Bench [12:45]

2. Building an Irresistible Offer

Creating an offer that stands out is crucial for high renewal rates. Corinna advises that your early bird promotion should be the best offer of the year to encourage members to act decisively.

Key Elements:

• Urgency and Scarcity: Limit the promotion to seven to ten days to maintain high energy and urgency.
• Bonus Incentives: Offer small bonuses (e.g., a free pint of ice cream or a six-pack of chicken sausage) to incentivize early renewals without significantly impacting your margins.
• VIP Perks: Consider creating tiered incentives, such as discount codes for members who renew early or pay in full.

Notable Quote:

"Your offer has to be the best one you ever offer. This trains your members to look back and remember this promotion as the cool one where they got the best perks."
— Corinna Bench [18:30]

3. Setting Up the Technical Framework

Establishing the right technical setup ensures a smooth purchasing experience for your members. Corinna uses Local Line as her sales platform, which allows her to manage product listings, payment options, and customer tagging efficiently.

Key Steps:

• Price List Management: Create a special price list for the promotion with updated product descriptions and images.
• Payment Options: Decide whether to offer different payment styles. Corinna prefers check payments for CSA shares to minimize friction.
• Email Tagging: Use your email service provider to tag new CSA members automatically, triggering onboarding and confirmation emails.

Notable Quote:

"Once you've set your dates, the next key part is building your irresistible offer, which involves thinking about urgency, bonuses, and VIP perks."
— Corinna Bench [25:10]

4. Mapping Out Your Strategy

A well-mapped strategy ensures that all promotional activities are aligned and executed seamlessly. Corinna recommends using a monthly calendar to plot out all marketing activities leading up to and during the promotion.

Key Activities:

• Pre-Launch Period: Spend 10 days building momentum through challenges, contests, and informational posts about the upcoming offer.
• Content Planning: Outline specific topics for daily emails and social media posts to ensure consistent and comprehensive communication.
• Key Messaging: Highlight important changes, bonuses, and new product offerings to prepare members for the renewal decision.

Notable Quote:

"The pre-launch runway is all about coaching the conversion. We're trying to get them ready to say yes by giving them all the information they need well before the cart opens."
— Corinna Bench [31:15]

5. Crafting Social Media Content

Effective social media engagement is vital for driving awareness and excitement around your promotion. Corinna utilizes Canva to design visually appealing graphics that accompany her posts, ensuring consistency with her overall messaging strategy.

Strategies:

• Private Channels: Focus on channels like private Facebook groups where current members are already engaged.
• Visual Consistency: Use a mix of photos with graphics and colorful backgrounds with text overlays to maintain visual interest.
• Scheduled Posts: Pre-schedule all social media content to ensure timely and regular updates throughout the promotion period.

Notable Quote:

"I build the images in Canva, sometimes it's just a photo with some graphic over it, sometimes it's a funky colored background with text that goes along with the post copy."
— Corinna Bench [35:50]

6. Developing an Email Onboarding Campaign

Emails play a crucial role in guiding members through the renewal process. Corinna emphasizes creating a structured email sequence that fosters engagement and ensures members have all necessary information.

Components:

• Welcome Emails: Celebrate renewals with gratitude and provide clear next steps (e.g., mailing a check or joining the Facebook group).
• Sales Emails: Send daily pre-launch emails highlighting different aspects of the offer, ensuring members are well-informed.
• Call to Action: Every email includes clear instructions on how to renew, including direct links to the purchase page.

Notable Quote:

"I write an email every single day of the pre-launch period, each focusing on a specific aspect of the offer to educate and motivate members to renew."
— Corinna Bench [42:00]

7. Testing and Final Preparations

Before launching, it's essential to test the entire renewal process to identify and rectify any potential issues. Corinna utilizes trusted members to conduct test purchases, ensuring a seamless experience for all participants.

Key Steps:

• System Testing: Run through the purchase process to ensure all technical aspects function correctly.
• Feedback Collection: Gather input from test users to identify any confusion or technical glitches.
• Final Adjustments: Make necessary changes based on feedback to prevent issues during the actual promotion.

Notable Quote:

"Testing the funnel with a few trusted members gives me peace of mind that everything works smoothly on the launch day."
— Corinna Bench [50:20]

8. Executing the Launch

With all preparations complete, Corinna stresses the importance of maintaining energy and engagement throughout the promotion period. Scheduling posts and emails in advance allows her to focus on interacting with members and celebrating successes in real-time.

Best Practices:

• Automate Where Possible: Schedule emails and social media posts to run automatically, reducing manual workload.
• Engage Live: Participate in live events, such as a Facebook Live toast on the final day, to foster community spirit and celebrate the campaign's success.
• Monitor and Adapt: Keep an eye on member responses and be ready to address any last-minute questions or issues.

Notable Quote:

"If you follow this roadmap, the launch will actually not feel super stressed out because everything is pretty much on autopilot."
— Corinna Bench [57:45]

Conclusion and Additional Resources

Corinna Wraps up the episode by encouraging listeners to implement her strategies and highlights additional resources available to help farmers succeed in their promotional efforts.

• Online Course: CSA Early Bird Campaigns that Convert provides a step-by-step guide, including email sequences and social media templates.
  Link: mydigitalfarmer.com/earlybird

• Facebook Group: CSA Marketing Discussion Group offers community support and exclusive content.
  Search: "CSA Marketing Discussion Group" on Facebook.

• Farm Marketing School: A monthly membership program with 30-day build projects to develop various marketing assets.
  Link: mydigitalfarmer.com/FMS

Final Quote:

"Remember, I believe in you. You can do this."
— Corinna Bench [1:05:50]

Corinna encourages farmers to take action promptly, suggesting that those ending their season in the fall aim to launch their promotions before Thanksgiving to maximize results. She also highlights the utility of AI tools like ChatGPT for enhancing marketing materials, making the process faster and more efficient.

Key Takeaways

• Timing is Everything: Schedule early renewal promotions towards the end of your farming season to leverage member enthusiasm.
• Create Irresistible Offers: Incorporate urgency, scarcity, and valuable bonuses to motivate early renewals.
• Structured Planning: Use calendars and checklists to organize your promotional activities and ensure nothing is overlooked.
• Engage Through Multiple Channels: Utilize email and private social media groups to communicate effectively with your members.
• Test Thoroughly: Prioritize testing your renewal process to provide a smooth experience for members.
• Leverage Community: Engage with your members during the promotion to build a strong sense of community and shared success.

By following Corinna Bench's detailed framework, CSA farmers can enhance their renewal rates, reduce last-minute stress, and build a more sustainable and profitable farming business.

For additional resources and to access the show notes and checklists, visit mydigitalfarmer.com/283.