My Digital Farmer Podcast: Episode 301 - Creating Marketing Peaks – The Secret to More Predictable Sales
Host: Corinna Bench
Release Date: February 26, 2025
Introduction and Personal Reflections
In the milestone 301st episode of the My Digital Farmer Podcast, host Corinna Bench reflects on her journey with the podcast, emphasizing her passion for teaching and supporting fellow farmers in mastering marketing strategies. She acknowledges the challenges of maintaining fresh content over numerous episodes and underscores the importance of repeating foundational principles to benefit new and returning listeners alike.
"My intention every week is to just share from my heart lessons that have really spoken to me that I think are important... I love to teach. I love to connect the dots for people."
—Corinna Bench [04:45]
Understanding Marketing Peaks
Definition of Marketing Peaks
Corinna introduces the concept of marketing peaks—strategically planned promotions or sales events designed to generate significant revenue surges within a short timeframe. She likens the annual sales cycle to an EKG graph, where marketing peaks appear as large spikes, ensuring consistent cash flow throughout the year.
"A marketing peak, simply stated, is a strategically planned promotion or sales event that results in a surge of revenue in a short period of time."
—Corinna Bench [12:30]
Importance of Marketing Peaks
- Prevents Sales Droughts: Without planned peaks, sales may trickle in unpredictably, leading to cash flow issues.
- Predictable Revenue: Marketing peaks allow for forecasting income, aligning revenue streams with cash flow needs.
- Customer Expectation: Regular peaks train customers to anticipate and engage with your sales cycles, fostering loyalty and consistent purchasing behavior.
- Creates Urgency and Excitement: Limited-time offers and special promotions generate buzz and drive sales momentum.
Identifying Marketing Peaks
1. Align with Natural Production Cycle
Corinna advises that marketing peaks should harmonize with the farm’s production schedule. This ensures that promotions are feasible and that inventory can meet demand without overextending resources.
"Some of you are creating products for... you have a quote unquote dry spell or a resting period where you really don't have a lot to sell."
—Corinna Bench [17:15]
2. Leverage Holidays and Cultural Events
Utilizing established holidays and cultural moments can amplify promotional efforts. Additionally, creating proprietary events—such as a farm’s anniversary or a unique celebration—can establish new traditions that encourage customer participation.
Examples:
- Spring: CSA launches, seedling sales
- Summer: Bulk sales for canning, grilling meat promotions
- Fall: Thanksgiving meal kits, agritourism activities
- Winter: Holiday gift boxes, year-end inventory sales
3. Consider Cash Flow Needs
Analyzing cash flow patterns helps in scheduling peaks during periods where additional revenue can offset high expenses or operational costs.
"Once you looked at your numbers, where are your cash flow dips... you can plan a marketing peak around that time to offset it."
—Corinna Bench [20:50]
4. Account for Energy Levels
Scheduling peaks should also consider the farm’s operational demands. Corinna emphasizes balancing marketing efforts with production capacities to avoid overextending during busy seasons.
"Think about, oh, you know what, that's a really chaotic month for me... Find balance."
—Corinna Bench [22:30]
Planning and Executing Marketing Peaks
1. Lead Time Planning
Corinna recommends planning marketing peaks at least two to three months in advance. This proactive approach allows ample time for preparation, promotion, and execution.
"Lead time is key here. I think you should plan your peaks at least two months ahead of time."
—Corinna Bench [28:10]
2. Building Momentum
Creating pre-launch excitement is crucial for a successful peak. This involves teasing promotions on social media, engaging through email campaigns, and fostering a sense of urgency.
"You're teasing the event on social, you're talking about it on your email. You're creating buzz, you're creating the sense of urgency."
—Corinna Bench [30:25]
3. Utilizing Marketing Channels
Corinna highlights various channels to amplify marketing peaks, including:
- Email Marketing: Automated sequences, abandoned cart reminders
- Social Media: Countdown posts, customer testimonials
- Website Promotions: Dedicated sales pages, pop-up offers
"Social media is a big part of most campaigns these days. But you could even have like a countdown going in your social media customer testimonials."
—Corinna Bench [32:40]
4. Post-Peak Analysis
After executing a marketing peak, it’s essential to analyze its performance. Corinna advocates for evaluating what worked, what didn’t, and gathering customer feedback to refine future strategies.
"Analyze and optimize your campaign. Do you take time to debrief your promotion?"
—Corinna Bench [34:50]
Common Mistakes and Pitfalls
1. Not Planning Ahead
Failing to intentionally schedule marketing peaks can result in missed revenue opportunities and inconsistent cash flow.
2. Overloading Marketing Peaks
Scheduling too many peaks too closely can lead to burnout and diminish the effectiveness of each promotion. Balance is key.
"Resist that temptation. Spread them out... find balance."
—Corinna Bench [38:15]
3. Neglecting Audience Warm-Up
Launching peaks without prior audience engagement can lead to underperformance. Building anticipation is essential for maximizing impact.
4. Underestimating Demand
Promoting more than the farm can supply can strain resources and damage customer trust. Accurate forecasting and capacity planning are critical.
"Make sure that you aren't underestimating demand when you're putting together these marketing peaks."
—Corinna Bench [40:00]
5. Failing to Follow Up
Post-sale engagement helps in nurturing customer relationships and encouraging repeat business. Providing value beyond the initial sale fosters loyalty.
"Don't just plan it and then do it. Learn from your mistakes and learn from your wins."
—Corinna Bench [41:30]
Practical Examples and Ideas
Corinna offers a variety of actionable ideas for creating marketing peaks tailored to farm businesses:
- Farm Founders Day: Celebrate the farm's anniversary with exclusive sales or special offers.
- Customer Appreciation Week: Surprise customers with gifts, discounts, or contests to foster goodwill.
- Frozen Food Frenzy: Promote bulk frozen products during late fall and winter.
- Grill Master Challenge: Center a promotion around grilling season with related products and events.
- Stock Up and Save Flash Sale: Clear out slow-moving inventory with limited-time discounts or bundles.
"You could have a VIP only flash sale for past customers where you could even have like sell tickets to a VIP flash sale."
—Corinna Bench [45:20]
Additionally, Corinna suggests leveraging AI tools like ChatGPT to brainstorm unique promotional ideas tailored to specific farm operations and customer bases.
Conclusion and Action Steps
Corinna wraps up the episode by reiterating the significance of marketing peaks in achieving predictable sales and stable cash flow. She encourages listeners to:
- Map Out Marketing Peaks: Use a calendar to identify and schedule at least four marketing peaks annually.
- Download the Marketing Peak Planner: Available as a free resource at mydigitalfarmer.com/marketingpeak.
- Engage with the Community: Share their marketing peak plans via email or Instagram for accountability and support.
"Your call to action from this episode is to take out your calendar... put it somewhere. And then like make a post-it note... try to find four of them."
—Corinna Bench [56:00]
Final Thoughts:
Corinna emphasizes that effective marketing is as crucial as production in sustaining and growing a farm business. By implementing marketing peaks, farmers can ensure more predictable revenue streams, better cash flow management, and stronger customer relationships.
"Marketing peaks equals predictable sales plus cash flow control."
—Corinna Bench [57:30]
Resources Mentioned:
- Marketing Peak Planner: mydigitalfarmer.com/marketingpeak
- Farm Marketing School: An online membership program offering classes on farm marketing strategies.
Connect with Corinna:
- Email: digitalfarmersmail.com
- Instagram: @digitalfarmer
By following Corinna Bench’s insights on creating and managing marketing peaks, farmers can strategically enhance their sales cycles, ensuring a more robust and financially stable farming business.