My Digital Farmer Podcast - Episode 319: How to Create a VIP Customer Strategy for Your Farm (Part 1)
Release Date: July 2, 2025
Host: Corinna Bench
Introduction to VIP Customers
In Episode 319 of the My Digital Farmer Podcast, host Corinna Bench dives into the pivotal role that VIP customers play in the success of a farm business. Setting the stage, Corinna poses a thought-provoking question:
"Do you know who your VIP customers are? You know, the ones who come back again and again, tell their friends about you, and never question your price."
— Corinna Bench [00:00]
She emphasizes the importance of not just cultivating quality products but also implementing strategies to identify, reward, and expand a loyal customer base.
The Value of VIP Customers
Corinna highlights the disproportionate impact VIP customers have on revenue and business growth. Referencing the Pareto Principle, she explains:
"It's probably actually the whole 80, 20 Pareto principle, where 20% of your customers are bringing you 80% of your revenue."
— Corinna Bench [06:30]
These VIPs are more than just regular buyers; they are the backbone of the business, driving consistent sales, generating referrals, and fostering a strong, emotionally invested community around the farm.
Defining a VIP Customer
One of the foundational steps Corinna discusses is the clear definition of what constitutes a VIP customer. She encourages farmers to tailor this definition based on their unique business models but offers several criteria to consider:
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Repeat Loyal Buyers: Customers who purchase consistently, whether weekly, bi-monthly, or at another frequency that suits the business.
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High Revenue Contributors: Individuals who spend significantly, potentially the top 5-10% of customers contributing the most to sales.
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Multi-line Purchasers: Customers who buy across various product lines, demonstrating a broad interest in the farm's offerings.
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Referral Champions: Customers who actively bring in new business through word-of-mouth recommendations.
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Engaged Community Members: Those who participate actively on social media, contribute to private groups, or act as influencers within the farm’s community.
Corinna shares a personal anecdote to illustrate the impact of VIPs:
"I have a customer named Tanya who is a loyal volunteer. She, every summer, she's like, however you need help, let me know... She's not doing it to be compensated... she just does it for free."
— Corinna Bench [14:45]
This story underscores the multifaceted value VIPs bring beyond just financial transactions.
Creating a VIP Strategy
Transitioning from identification to action, Corinna outlines the next steps in cultivating a VIP customer strategy. She stresses the importance of having a structured system to recognize and nurture these valuable customers. Her guiding principle is succinct and impactful:
"What gets rewarded gets repeated."
— Corinna Bench [10:20]
To operationalize this, she suggests:
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Developing Perks and Privileges: Offering exclusive benefits such as early access to product launches, special discounts, or unique experiences tailored to VIPs.
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Strategic Communication: Subtly or overtly informing customers about the VIP tier to encourage others to aspire to this status without making it seem elitist.
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Consistency and Sustainability: Ensuring that the rewards are generous yet manageable, fitting seamlessly into the farm's operational rhythm.
Practical Ideas for VIP Perks
Corinna provides a wealth of ideas tailored to different types of farm businesses, illustrating how a VIP program can be both creative and practical. Here are some highlights:
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For Meat Producers:
- Exclusive Access to Limited Edition Cuts: Offering VIPs first dibs on rare or highly demanded products.
- VIP-Only Events: Invitations to butchering demonstrations or tasting events.
- Annual Gift Boxes: Providing sampler packages as a token of appreciation.
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For Flower Farmers:
- Custom Arrangements: Allowing VIPs to choose unique or heirloom varieties for their bouquets.
- Exclusive Workshops: Hosting private flower arrangement classes or tours.
- Premium Packaging Upgrades: Enhancing bouquet presentations with special wraps or ribbons.
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For Vegetable Growers/CSA Farmers:
- Bonus Items in CSA Boxes: Including exclusive produce like microgreens or specialty items only for VIPs.
- Private Farm Experiences: Organizing dinners or tastings on the farm to deepen customer relationships.
- Farmstand Fast Passes: Implementing a system similar to amusement park fast passes, allowing VIPs to skip lines or pre-purchase popular items.
Corinna advises starting simple and scaling the VIP program as the farm's capacity and enthusiasm grow:
"You just need to ask yourself, what would feel like a real treat to someone who shops for me all the time?"
— Corinna Bench [27:35]
Implementing and Testing Your VIP Program
Corinna encourages farmers to view their VIP strategy as a dynamic and evolving initiative. She suggests:
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Beta Testing: Launching a pilot VIP program for a limited time or with a select group of customers to gauge effectiveness and gather feedback.
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Utilizing Resources: Offering a downloadable worksheet to help structure and plan the VIP strategy, ensuring that farmers can systematically approach this endeavor.
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Iterative Improvement: Being open to adjusting the perks and structures based on what resonates best with VIPs and aligns with the farm’s operations.
"Beta tests, that's what they're like. You just put something out there and you go with it and you decide, I'm only going to do this kind of a VIP tier for three months, see if I like it and then next year you could try something different."
— Corinna Bench [39:10]
Conclusion and Next Steps
Corinna wraps up the episode by setting the stage for the second part of the VIP strategy series. She outlines what listeners can expect in the upcoming episode:
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Structuring the VIP System: Detailed methods on organizing and maintaining the VIP program.
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Tracking VIP Behavior: Tools and techniques to monitor and measure VIP activities and contributions.
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Managing VIP Status Changes: Strategies for handling transitions when customers move in or out of VIP status.
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Effective Communication: Best practices for informing customers about the VIP tier without alienating non-VIP customers.
She also reiterates the availability of additional resources to support farmers in implementing these strategies effectively.
"Next week we're going to finish off this VIP strategy series with part two and I'm going to dig into how to structure the VIP system, how to track the VIP behavior, and then what?"
— Corinna Bench [43:55]
Final Thoughts
Episode 319 serves as a comprehensive introduction to building a VIP customer strategy tailored for farm businesses. Corinna Bench expertly guides listeners through the importance of recognizing VIPs, defining what makes a customer VIP, and brainstorming actionable perks to cultivate loyalty and drive sales. By fostering a community of engaged and valued customers, farmers can create sustainable growth and a resilient business model.
Notable Quotes:
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"Do you know who your VIP customers are? What if you had a system in place to reward and grow that group of super fans on purpose?"
— Corinna Bench [00:00] -
"What gets rewarded gets repeated."
— Corinna Bench [10:20] -
"I have a customer named Tanya who is a loyal volunteer... She just does it for free."
— Corinna Bench [14:45] -
"You just need to ask yourself, what would feel like a real treat to someone who shops for me all the time?"
— Corinna Bench [27:35] -
"Beta tests, that's what they're like. You just put something out there and you go with it."
— Corinna Bench [39:10] -
"Next week we're going to finish off this VIP strategy series with part two..."
— Corinna Bench [43:55]
By implementing the strategies discussed in this episode, farm business owners can enhance customer loyalty, increase sales, and build a robust brand presence. Stay tuned for Part 2, where Corinna Bench will delve deeper into structuring and managing your VIP customer system.