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Expert - Outstanding In Your Field | |
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Issue #20, Spring 2006 - Building Buzz - Communication | |
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When a man was searching for a pair of size15 skates, he had no luck locating them in Calgary with hundreds of sporting goods stores to choose from.
Where did he eventually find them? Kamsack, Saskatchewan, population 2,000.
“Everything is custom fit these days,” says Wayne Sas, owner of Sas-Kam Sportsman, in Kamsack, where he’s been selling skis, skates and other sporting goods for the past 28 years. “We’ve invested a lot of time and money into fit clinics, and we’re well-known for that.”
“I should have a web-page,” he acknowledges. “But a lot of my current business comes from word-of-mouth. A friend tells a friend and that generates business.”
Whether you’ve just launched your business or, like Wayne Sas, you’ve been at it for a long time, creating and sustaining ‘buzz’ is essential. According to Kim McConnell, CEO of the Calgary-based AdFarm, the principles are the same whether your operation is large or small.
“Your marketing plan has to flow from your business plan,” he says. “What’s your product? What are the key benefits? What is the geographical region you’re servicing? Get a grip on these elements first.”
“Go where you are loved,” advises Tony Marshall of Highwood Crossing Farms, near Alderside, Alberta, where he and his wife, Penny, produce a cold-pressed canola oil.
“When we started in 1996, we knew we wanted to produce a high-end, quality product that contributed to Canadian Cuisine,” he says. “Certain restaurants and ‘foodies’ commit to using bioregional food, and when you ascribe to that philosophy, you become familiar with each other.”
With a customer base that includes chefs of better restaurants, food writers, cookbook authors, instructors from SAIT and NAIT, and industry associations, Marshall is convinced there’s a growing movement in the food industry. “In a predominantly urban-based society, more people want to connect with the growers who are producing their food,” he says. “A grower at a farmers’ market becomes somewhat of a farmer celebrity.”
The Marshalls began building their credibility in the food business through one-on-one customer contacts. “We continue to drop off samples, do product promos and provide in-store demos,” he says. “Once people start to say, ‘I saw your product here,’ the business gains momentum.”
Placing ads in food magazines like City Palate reinforces the Marshalls’ market presence. “We also promote through t-shirt and hat sales,” he says.
Keeping customers satisfied is vital agrees Steve Snider of Little Red Hen Mills in New Norway, Alberta. He likes to know what people are buying, how they’re buying it and from where they’re buying. “A customer’s taste can evolve and change,” he says. “It’s important to gauge these changes and be prepared to change along with your customer.”
Margie Moore of the Lazy M Ranch near Caroline, Alberta thinks patience is a virtue when creating buzz. “You have to be disciplined and patient,” she says. “Get to know the people involved in your industry. This includes fellow operators, government representatives and colleges. Join industry associations.”
“Each one of these has the potential to create buzz and excitement, if you take the time to develop the relationship.” ..
Morley Kjargaard
Jennifer Isaac (403) 556-2651
jenniferisaac@telus.net
The contents of this page are no longer available.
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For more information about the content of this document, contact Morley Kjargaard.
This information published to the web on May 1, 2006.
Last Reviewed/Revised on May 16, 2006.
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