My Digital Farmer Podcast: Episode 325 – Twenty Ways to Use Farm Merch in Your Farm Marketing
Host: Corinna Bench
Release Date: August 13, 2025

Introduction

In Episode 325 of the My Digital Farmer Podcast, host Corinna Bench, a CSA farmer and marketing specialist, delves into the often-overlooked potential of farm merchandise (merch) in enhancing farm marketing strategies. Drawing inspiration from her recent visit to the Oshkosh Airshow in Wisconsin, Corinna illustrates how diverse and creative farm merch can act as powerful marketing tools, fostering brand visibility, customer loyalty, and community engagement.

Understanding Farm Merch and Its Importance

Corinna begins by redefining "farm merch," moving beyond the typical T-shirts and hats to encompass a wide array of branded items. She emphasizes that farm merch, when utilized effectively, serves multiple marketing functions:

• Walking Billboards: Every time a customer wears or uses farm merch, they inadvertently promote the farm.
• Conversation Starters: Unique and specific merch items can spark discussions about the farm, leading to increased awareness.
• Loyalty Builders: Merch can create an emotional connection, making customers feel part of a community or "club."
• Brand Superfans: High-quality and meaningful merch can turn casual customers into dedicated brand advocates.

Corinna states, “[00:00]... farm swag is one of the most underutilized marketing tools in your farm business.” This highlights the untapped potential of merch in the agricultural marketing landscape.

Types of Farm Merchandise

Drawing parallels from the Oshkosh Airshow, Corinna categorizes farm merch into several types, providing a comprehensive view of what farms can offer:

1. Apparel:

   • T-Shirts, Polo Shirts, Sweatshirts, Hoodies, Hats: Basic yet versatile items that can be customized with farm logos or specific themes related to the farm's products.
   • Specialized Themes: Just as the Airshow featured shirts dedicated to different aircraft categories, farms can create merch around specific products or milestones.

2. Collectibles and Souvenirs:

   • Pins, Patches, Decals, Posters, Stickers: Small, affordable items that customers can use to personalize their belongings, showcasing their support for the farm.
   • Model Products: For example, flower farmers might offer custom vases or seed packets.

3. Home and Office Items:

   • Metal Signs, Flags, Banners: Functional items that enhance visibility both at home and in public spaces.
   • Drinkware and Puzzles: Practical merch that ensures constant brand exposure.

4. Essentials:

   • Sunscreen, Lip Balm, Gummy Bears, Umbrellas: Items that provide utility while subtly promoting the farm’s brand.

5. Unique and Themed Items:

   • Boxer Briefs, Inflatable Models: Quirky items that can generate interest and serve as memorable giveaways.

Corinna remarks, “[00:00]... if you were a flower farmer, maybe a vase that changes every year...” highlighting the creative potential in farm merch tailored to specific agricultural niches.

Using Merch as a Marketing Tool

Corinna shifts focus to the strategic use of merch beyond mere sales, exploring how it can be integrated into various marketing efforts to achieve broader business goals:

1. Building Visibility:

   • Every use of merch in public spaces increases brand exposure.
   • Example Quote: “[05:30]... they are representing my farm to the world.”

2. Creating Emotional Connections:

   • Merch can make customers feel part of a community, fostering loyalty.
   • Example Quote: “[07:45]... it's a way of showing that you belong. I'm part of this community.”

3. Encouraging Repeat Sales:

   • Tying merch to customer perks or promotions can incentivize repeat purchases.
   • Example Quote: “[10:15]... it causes somebody to put it on and come back and buy again.”

4. Word-of-Mouth Marketing:

   • Customers wearing merch act as brand ambassadors, organically spreading awareness.
   • Example Quote: “[12:00]... if you can create this environment where tons of people are just wearing your merch...”

Twenty Creative Ideas for Using Farm Merch in Marketing

Corinna presents an extensive list of 21 innovative strategies (including an impromptu addition) to leverage farm merch effectively. Here, we highlight the top 20 ideas:

1. Welcome Gifts for New Customers ([20:30]):

   • Surprise first-time customers with branded items like totes or stickers to foster a sense of belonging.

2. VIP Thank You Gifts ([25:10]):

   • Reward top spenders with exclusive merch to enhance loyalty and make them feel valued.

3. Customer Referral Program Prizes ([28:45]):

   • Encourage customers to refer friends by offering merch as rewards, boosting word-of-mouth marketing.

4. Team Apparel ([32:00]):

   • Outfit farm staff in branded clothing to maintain a cohesive brand image at markets and events.

5. Influencer Gifting ([35:15]):

   • Send merch to influencers in exchange for social media posts, expanding reach and visibility.

6. Chef or Partner Gifting ([38:20]):

   • Provide branded items to partner chefs or local restaurants to build co-branding opportunities and social proof.

7. Online Store Freebie Threshold ([41:00]):

   • Offer free merch when customers spend a certain amount, increasing average order value.

8. Contest Prizes ([44:30]):

   • Use exclusive merch as prizes in social media or community contests to engage customers.

9. Raffle Entry Bonuses ([48:00]):

   • Include merch in CSA welcome boxes with incentives for customers to engage on social media for raffle entries.

10. Silent Auction Packages ([51:15]):

    • Donate merch to silent auctions, enhancing brand awareness in a classy and philanthropic manner.

11. CSA Membership Bonuses ([54:40]):

    • Offer merch as incentives for early CSA sign-ups, encouraging commitment and boosting initial sales.

12. Holiday Gift Bundles ([57:50]):

    • Pair merch with seasonal products, such as combining a branded mug with herbal teas.

13. Market Day Surprise and Delight ([1:00:20]):

    • Randomly give away merch at markets to spark joy and encourage social sharing among customers.

14. Event-Specific Swag ([1:03:30]):

    • Create themed merch for special events, enhancing recollection and participation in annual traditions.

15. Merch Mondays ([1:06:45]):

    • Host flash sales or limited-time offers on specific days to create urgency and drive immediate sales.

16. Loyalty Punch Card Rewards ([1:10:10]):

    • Implement a punch card system where customers receive merch after a set number of purchases, increasing visit frequency.

17. Wear It, Win It ([1:13:25]):

    • Encourage customers to wear merch at pickup sites or markets in exchange for discounts or freebies, amplifying brand presence.

18. Super Fan Collector Series ([1:16:40]):

    • Introduce limited-edition merch for milestones like anniversaries, creating collectible excitement among enthusiasts.

19. Photo Backdrops and Social Media Engagement ([1:20:55]):

    • Set up photo booths at market stands where customers wearing merch can take pictures, tag the farm, and enter to win prizes.

20. Mystery Merch Add-Ons ([1:24:15]):

    • Offer a surprise merch item at checkout for a set price or with a minimum purchase, adding intrigue and boosting sales.

21. Birthday Club Gifts ([1:27:30]):

    • Invite customers to join a birthday club, sending them free merch or discounts during their birthday month to personalize engagement.

Corinna shares, “[1:18:10]... make a different T shirt every year for your business because then the longer you're in business, people start collecting them,” illustrating the value of creating collectible and memorable merch.

Key Takeaways and Conclusion

Corinna Bench emphasizes that farm merch is not merely a revenue stream but a versatile marketing asset that can enhance brand visibility, foster emotional connections, and build a loyal customer base. By thoughtfully integrating merch into various aspects of their marketing strategy, farmers can transform their customers into passionate brand advocates.

She encourages farmers to evaluate their current merch strategies, explore new ideas, and experiment with different approaches to discover what resonates best with their audience. Corinna concludes with a motivational note, urging farmers to leverage merch to maximize their marketing potential and ensure long-term business success.

Final Quote: “[1:30:45]... get merch into people's hands and get them using it, that is a win for our brand on so many levels.”

Additional Resources

For more insights and detailed strategies on farm marketing, visit mydigitalfarmer.com and consider subscribing to Corinna’s email list or joining the Farm Marketing School for comprehensive mentorship and support in building effective marketing systems.

Note: This summary captures the essence and key points of Episode 325, providing actionable insights for farmers looking to enhance their marketing through merchandise. For a deeper dive and specific instructions, listening to the full podcast episode is recommended.