Three tips to cultivate an effective agritourism marketing strategy
As technology continues to grow and change our daily lives, more people are seeking to go back to their roots. Or, should we say, your roots.
Agritourism is a multi-billion-dollar business that allows farms to diversify their income by serving the community. It’s a win-win. As agritourism continues to grow throughout our country, effective and engaging marketing will set your agricultural business apart. Your business will also benefit from an additional source of revenue.
What is Agritourism?
Agritourism has gained popularity in since the last 1990’s. It is typically defined as an enterprise that links agricultural production with the ability to open a farm, ranch or other agricultural business to visitors for entertainment, sales and/or education.
While agritourism generates vital income for farm owners, it is also valuable to the local community, offering open spaces, access to animals, local goods and community events.
Farm agritourism revenue more than tripled between 2002 and 2017, according to data from the Census of Agriculture. Adjusted for inflation, agritourism revenue grew from $704 million in 2012 to almost $950 million in 2017. The 2017 data excluded wineries, although they were included in the 2002, 2007, and 2012 data, which suggests agritourism revenue growth may have been even greater during that period. 1
In 2021, nearly three-percent of the two million U.S. farms were engaged in some form of agritourism. Participation in agritourism increased by approximately half a percent between 2020 and 2021.2
Marketing for Agritourism
As an agriculture business owner, you may be thinking about or have recently opened your farm doors to your community. As your agritourism business launches and grows, you’ll want to know how to attract more visitors. The answer, of course, is through marketing – both traditional, digital and word-of-mouth. A three-pronged approach to marketing is the most successful for the majority of business owners.
Here are a few things to consider as you begin your marketing plan for your agritourism venture:
Traditional Marketing
Don’t discount traditional marketing, such as local newspaper ads, local radio buys, billboards, signage and more – while these efforts may seem small, they can have large returns and typically reach your desired customer quickly.
Word-of-Mouth Marketing
While word-of-mouth marketing isn’t something you can make happen, it is one of the most valuable forms of marketing. Think of ways you can utilize friends, local influencers (such as a blogger or even the local restaurant owner or school board members) and employees to talk about your new business and invite their friends and contacts to learn more.
Digital Marketing
Digital marketing is inescapable at this point, but it’s more than just a Facebook page or quick website. It’s important to have a cohesive digital marketing plan with a solid strategy that drives your customers to your website, while also utilizing search engine optimization (SEO) throughout all your digital platforms. Digital marketing also includes ecommerce on your website, email marketing, social media sites, a website tour or calendar scheduler and more.
While marketing your agritourism business may seem overwhelming and is often pushed to the bottom of your to-do list, it is a valuable asset to growing your sales.
Want help? Contact The Partnership team today to discuss how we can help make your business more successful.
References
1. Agritourism Allows Farms to Diversify and has Potential Benefits for Rural Communities
