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247 Case Study: Rudy Lane Flower Farm's Subscription Promo Campaign

My Digital Farmer | Marketing Strategies for Farmers

Release Date: 01/08/2024

271 KPI: How to Calculate Your CAC (Customer Acquisition Cost) show art 271 KPI: How to Calculate Your CAC (Customer Acquisition Cost)

My Digital Farmer | Marketing Strategies for Farmers

How much do you spend to ACQUIRE a customer? This is a powerful question you should know the answer to. In this episode, we dive into one of the KPI's (key performance indicators) in your farm business, namely Customer Acquisition Cost (CAC). I explore its significance in evaluating the efficiency of your marketing strategies and the overall health of your business. We'll break down the key components that contribute to CAC, including marketing and advertising expenses, salaries, commissions, and other direct costs. Then I'll walk through my CAC for both my CSA and my online store customer....

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270 How to Calculate Your Order Minimum for Your Online Farm Store show art 270 How to Calculate Your Order Minimum for Your Online Farm Store

My Digital Farmer | Marketing Strategies for Farmers

Last week, I shared 3 ways to increase the average amount a customer spends in a transaction with you.  One of those suggestions was to create an "order minimum."  But how do you decide what that order minimum should be? Well... you look at the numbers. Which numbers? That's what this episode is all about. I share 5 key metrics you should review to help you figure out your order minimum, AND I share the formula to plug those numbers into. Your homework this week is simple: calculate what your order minimum should be, and then go set it up! Test it out for 2 weeks and see what...

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269 Top 3 Ways to Increase your Farm Store's AOV show art 269 Top 3 Ways to Increase your Farm Store's AOV

My Digital Farmer | Marketing Strategies for Farmers

July 3, 2024 Recently, I've been looking for ways to increase our weekly online store revenue in our store. I noticed that we had a LOT of 1 or 2 item purchases last year. Those are quite frankly a real drag to pack. The amount of time it takes me to print the pack slip, pack the order, pay for the bag it goes into, and hand deliver it -- begs the question, "Am I making any money on this?" I penciled out the numbers and realized I'm barely breaking even with those orders. I needed to make a certain "average order value" to make it worth it to run online sales. So I decided to raise the...

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268 Managing Your Brand's Energy show art 268 Managing Your Brand's Energy

My Digital Farmer | Marketing Strategies for Farmers

I still remember the first day of our first week of CSA this season.  It felt electric! I woke up with so much excitement. I had a big to-do list, and not enough time. But I was excited to get started. My crew was out harvesting super early that morning, and with so many different things to harvest, I had a chance to tell so many visual stories in my CSA Facebook group, on IG stories, and newsletter.  It's always exciting when we start something again, isn't it?  I could tell my customers were feeling the excitement too.. They have been looking forward to seeing us again for...

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267 How many emails do I send each week when I have multiple segments? show art 267 How many emails do I send each week when I have multiple segments?

My Digital Farmer | Marketing Strategies for Farmers

Today's episode is inspired by an email I received from a farmer and podcast subscriber. It was a question about how many emails to send each week when you have different segments of audiences? This farmer has three different "groups" of clients -- the 2024 CSA buyers, the 2023 CSA buyers who still haven't renewed, and the "cold" audience (people from previous years).  Do you write weekly emails to all of them? Is it the same one? Are all subscribers created equal? Are all subscribers as valuable? What about those folks who haven't bought my stuff in years?... Essentially Jodi wanted some...

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266 Use This Weekly Checklist to Sell More at the Farmer's Market show art 266 Use This Weekly Checklist to Sell More at the Farmer's Market

My Digital Farmer | Marketing Strategies for Farmers

This podcast is for all of you who go to farmer's markets!! Do you want to walk away from the market feeling like you did everything you could to maximize sales that day? Here's a fact: You're going to sell more at the farmer's market if you do a little bit of preparation in the sales strategy department. In this episode, I'm sharing my checklist of "things to make sure you do" before you hop into the truck and head to market. Things like: create a weekly special offer. Print this checklist out and create a workflow each week to check them off. The more of these you can do, the more revenue...

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265 15 Creative Ways to use Coupon Codes for Online Farm Sales (Part 2) show art 265 15 Creative Ways to use Coupon Codes for Online Farm Sales (Part 2)

My Digital Farmer | Marketing Strategies for Farmers

This episode is PART TWO of a series all about "ways to use coupon codes in your online store." If you have an online store, these are a great way to entice your customers to come on over and buy. I also love that i can run a report of my coupon codes and see how they performed. This gives me the ability to TAG clients who use certain coupon codes, RETARGET them, and EVALUATE how effective my offers were.  I recently heard from Local Line (my ecommerce platform) that they would adding coupon codes as a basic feature at the end of May. This compelled me to find 15 different ways I could...

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BONUS: Join My FREE Coupon Code Challenge for Farmers this June show art BONUS: Join My FREE Coupon Code Challenge for Farmers this June

My Digital Farmer | Marketing Strategies for Farmers

A few days ago, I had a spontaneous idea...  I needed to set up my coupon codes in my e-commerce store. (recently announced that they were adding coupon codes as a free feature to the platform). But I was dragging my feet to get it done. "I know!" I said.  "I'll create a challenge for farmers. That will make me do it!" And thus, the 4-Week Coupon Code Challenge was born.  The goal of this challenge is to expose you to different coupon code styles that you can use in your farm marketing, and get you to experiment with them this month as you build your offers. This is a live...

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264 15 Creative Ways to use Coupon Codes for Online Farm Sales (Part 1) show art 264 15 Creative Ways to use Coupon Codes for Online Farm Sales (Part 1)

My Digital Farmer | Marketing Strategies for Farmers

COUPON CODES!!  Are you using them? If you have an online store, these are a great way to entice your customers to come on over and buy. They're also a great way to turn prospects into buyers.  I recently heard from Local Line (my ecommerce platform) that they would adding coupon codes as a basic feature at the end of May. This made me jump for joy and throw a party. AND it made me research different ways coupon codes have been used to drive customer behavior.  There are SO many great ideas I found -- 15 to be exact! I'm eager to share the list with you. I've broken this episode...

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263 Interview with Farmhand: 101 Guide to Using SMS Texting in Your Farm Marketing Strategy show art 263 Interview with Farmhand: 101 Guide to Using SMS Texting in Your Farm Marketing Strategy

My Digital Farmer | Marketing Strategies for Farmers

May 22, 2024 Are you using SMS in your  marketing? SMS is "code" for text messaging. It stands for short message service. And in today's podcast, my guest, Ari Memar, is going to give us a basic tutorial in how we can be using texting in our farm marketing strategy. Turns out there is a LOT of money to be made when we leverage this tool, because the open rates are ridiculously high. But it can also be used for customer support and onboarding. Ari is the founder of FarmHand, a virtual assistant for small farms. And one of the tools it offers its customers is weekly texting. Ari shares how...

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More Episodes

January 31, 2024

In today's episode, you're going to hear from a flower farmer who used the "early bird launch sales method" to help her presell 60% of next summer's subscriptions in just 7 days. Megan reached out to me a few weeks after her promotion campaign ended to say, "It worked!!!" (Multiple exclamation points). I use this exact same process to presell about 400 CSA vegetable shares every fall, and I usually get about 75-80% of my folks to sign on the dotted line.

I asked Megan onto the show to share her story, because I know how important it is to show you that this stuff works for other farmers! She'll share how she modified my strategy to build an irresistible offer to her clients, how she created hype and buzz, and what advice she found most helpful when she was in the thick of the launch. There's also a really good tip in here about how to capture testimonials from flower subscription clients....

This podcast was sponsored by Farm Marketing School - my monthly online marketing school membership just for farmers. Farm Marketing School is an on-demand library of marketing workshops and project plans that will help you build some of the most important marketing elements in your farm business like: building a promotion calendar, auditing your sales funnel, updating your home page of your website, building your first email nurture sequence, and practicing different types of offers. You get to chose what you want to study and build each month. These projects are designed to be completed in under 30 days, so that you slowly build your marketing system piece by piece. Use the step by step project planner and resource folder to help you jumpstart your work.Take advantage of my new marketing crash course inside, watch my new Email Marketing Course, or take the onboarding assessment tool to help you identify where your funnel is broken and what project to do first. To see what courses are currently inside of FMS, or to try out Farm Marketing School for a month at mydigitalfarmer.com/fms Cancel your membership anytime.

Interview Guest: Meet Megan Rudroff

Megan Rudroff started Rudy Lane Flower Farm in 2019 with the intention of solely growing peonies as an added enterprise on their traditional cattle and row crop farm in the heart of Missouri.  However, since peonies take a few years before they can be harvested, she planted a few hundred dahlias to cash-flow for more peony plants.  Then, throw in a world-wide pandemic and an unforeseen addiction to dahlias and now Megan grows 600 peonies, 800 dahlias, thousands of tulips and too many annuals to count that she sells primarily retail via her subscription program and farmstand.  

Though Megan is the primary flower farmer, her husband Layne, and their three daughters all play a part in the flower business.  Layne does all the equipment operation and flower deliveries, and their girls, ages 8, 6 and 3, help with planting, harvesting and, their favorite, deadheading spent blooms.  

Megan believes that growing flowers is the easy part, it’s selling those flowers that is truly the hard part.  Megan’s full-time career is in natural resource conservation… not marketing! Because of that, she credits podcasts like My Digital Farmer for helping her flower business being successful from the start.

Learn more about Rudy Lane Flower Farm

Instagram: @OnRudyLane

Facebook: www.facebook.com/RudyLaneFlowerFarm

Some of the resources mentioned in this episode:

Join my free email list! I have a great "Crash Course in farm marketing" that will guide you through the marketing jungle over the course of several months. Each week, you'll get a new email with suggestions and tips to make your marketing better.

Episode 235 of the My Digital Farmer Podcast: CSA Renewal Promotion Process: Step by Step - Megan used this episode to help her build her own strategy.

Episode 120 of the My Digital Farmer Podcast: How My "CSA Giveaway Challenge" Experiment Built Some Major Brand Identity - Megan referenced this episode as inspiration for her giveaway element in her offer.

Sign up for Farm Marketing School - my monthly online marketing school membership just for farmers. Farm Marketing School is an on-demand library of marketing workshops and project plans that will help you build some of the most important marketing elements in your farm business like: building a promotion calendar, auditing your sales funnel, updating your home page of your website, building your first email nurture sequence, and practicing different types of offers. And new content is being added every month. You get to chose what you want to study each month. I’ve taken the recordings of just the teaching sessions of each project inside of my high-end coaching program (Accelerator) and made them available to everyone. These projects are designed to be completed in under 30 days, so that you slowly build your marketing system piece by piece. Use the step by step project planner and resource folder to help you jumpstart your work.Take advantage of my new marketing crash course inside, watch my new Email Marketing Course, or take the onboarding assessment tool to help you identify where your funnel is broken and what project to do first. To see what courses are currently inside of FMS, or to try out Farm Marketing School for a month at mydigitalfarmer.com/fms Cancel your membership anytime.

Follow me on Instagram for a daily IG story tip on marketing! @mydigitalfarmer