Episode 309: Starting a U-Pick from Scratch Inside a Farm Marketing School Coaching Call with David Heeks

Released on April 23, 2025, the My Digital Farmer Podcast, hosted by Corinna Bench, offers an exclusive glimpse into the strategic planning behind launching a successful U-Pick strawberry farm. In this episode, Corinna shares a detailed one-to-one coaching session with David Heeks, a dedicated member of the Farm Marketing School (FMS), who is embarking on creating his first U-Pick operation from the ground up.

Overview

In this episode, Corinna Bench delves into the intricate process of guiding a farmer—David Heeks—through the foundational steps of establishing a U-Pick strawberry farm. By dissecting their coaching call, listeners gain valuable insights into effective marketing strategies tailored for retail farm businesses.

Introducing David Heeks

David Heeks is a strawberry farmer at Heeks Farm in Rougemont, North Carolina. Having joined the Farm Marketing School five months prior, David is preparing to launch his inaugural U-Pick strawberry farm in May. With no prior marketing experience, David sought Corinna's expertise to craft a robust marketing strategy that would ensure a successful launch and sustainable growth.

Inside the Coaching Call

1. Building Awareness ([15:31])

Objective: Establishing visibility in local search results to attract potential customers.

David expressed challenges with Search Engine Optimization (SEO), noting, "I need to really nail down people searching. You know, you pick strawberries near me... I'm not showing up like at all. I'm not even on the map." ([15:47])

Strategies Discussed:

• Website Enhancement: Developing a comprehensive website with additional content, including a blog, to improve search rankings.
• SEO Optimization: Implementing SEO best practices to ensure the farm appears in relevant local searches.
• Online Advertising: Launching targeted ad campaigns on platforms like Google, Facebook, and Instagram to increase visibility.

2. Engaging Potential Customers ([20:16])

Objective: Moving from mere awareness to active engagement to build a relationship with potential customers.

David shared his initial efforts on social media: "I've created the Facebook and Instagram things I've done like one, I think two posts on Instagram just to kind of get my feet wet." ([20:16])

Strategies Discussed:

• Consistent Social Media Posting: Regularly updating platforms with engagement-driven content, such as interactive posts and community polls.
• Email Subscriptions: Encouraging visitors to subscribe to an email list through website forms connected to ticket purchases.
• Content Diversification: Creating varied content, including recipes and farm updates, to maintain audience interest.

3. Converting Interest into Sales ([23:14])

Objective: Turning engaged audiences into paying customers by facilitating easy ticket purchases and addressing objections.

David emphasized the importance of handling customer concerns: "The convert stage is basically driving all traffic to the website so they buy a ticket and then just making sure we're handling the objections." ([23:14])

Strategies Discussed:

• FAQ Development: Building a comprehensive Frequently Asked Questions page to address common inquiries.
• Content Repetition: Cycling through FAQ content in social media posts to repeatedly address potential customer concerns.
• Testimonials: Encouraging satisfied customers to share their positive experiences to build trust.

4. Exciting Customers and Ensuring Satisfaction ([26:00])

Objective: Creating memorable experiences that encourage repeat visits and positive word-of-mouth.

David proposed interactive elements at the farm: "Creating some kind of selfie station at the market, encouraging them to take a photo and post a selfie." ([26:29])

Strategies Discussed:

• Selfie Stations: Setting up dedicated areas for customers to take photos, enhancing their visit experience and encouraging social sharing.
• Follow-Up Emails: Sending post-visit emails with tips, recipes, and incentives to keep customers engaged.
• Incentivized Sharing: Implementing contests or rewards for customers who share their experiences on social media using specific hashtags.

5. Advocating for the Farm ([38:48])

Objective: Transforming satisfied customers into advocates who provide testimonials and reviews.

David considered methods to gather reviews: "I want to embed a call to review button in those emails." ([29:16])

Strategies Discussed:

• Automated Review Requests: Incorporating prompts in follow-up emails encouraging customers to leave reviews.
• Incentivized Sharing: Offering incentives, such as discounts or freebies, for customers who share their reviews and photos online.
• Engagement Contests: Running weekly or monthly contests for the best customer posts to stimulate ongoing engagement and testimonial generation.

Leveraging ChatGPT for Marketing Strategy ([43:30])

Corinna showcased the power of AI in streamlining marketing efforts by demonstrating how she utilized ChatGPT during her coaching session with David. She highlighted how ChatGPT assisted in:

• Developing a Marketing Plan: Crafting a five-step marketing plan with actionable timelines.
• Creating Ad Copy: Generating sample advertisements tailored to David's farm.
• Social Media Content Generation: Producing a variety of social media post ideas to maintain consistent audience engagement.
• Designing Lead Magnets: Developing enticing lead magnets like "Strawberry Snack Hacks" to grow the email subscriber list.

Corinna remarked, "It took me 30 minutes and now she goes and just posts it. So it is a really cool tool." ([48:28])

Key Insights and Conclusions

• Structured Sales Funnels: A well-defined sales funnel is pivotal in converting leads into steadfast customers and advocates.

• Digital Tools Empowerment: Integrating AI tools like ChatGPT can significantly enhance marketing efficiency, allowing farmers to focus more on their core operations.

• Customer-Centric Engagement: Building genuine relationships through consistent and meaningful engagement drives customer loyalty and repeat business.

• Adaptability and Learning: Embracing a learning mindset and staying adaptable ensures long-term success in the ever-evolving marketing landscape.

Notable Quotes

• Corinna Bench on David's Progress: "He was way further than I thought he was." ([58:18])

• David Heeks on Overcoming Challenges: "I was really starting to get back in the, like, okay, here's how it needs to go." ([57:53])

• Corinna Bench Encouraging David: "Your first launch might be a little more subdued and that if that happens, that isn't a bad thing." ([57:53])

Final Thoughts

Corinna concludes the episode by emphasizing the importance of structured marketing education and invites listeners to join the Farm Marketing School. She underscores that even if a farmer doesn't have ample time during the summer, engaging with the school's resources can pave the way for successful marketing implementations in the future.

Listeners are encouraged to visit mydigitalfarmer.com/309 for episode links and additional resources.

Connect with Corinna:

• Website: mydigitalfarmer.com
• Instagram: @ydigitalfarmer

Join Farm Marketing School: mydigitalfarmer.com/fms

Have questions or need personalized marketing strategies? Join the community and start building a thriving farm business today!