Shared farm services are aimed at minority and high-end customers, so management and operation are more complicated than general productive farms. In a sense, the attraction of agricultural products and services to customers determines the survival of the farm. Therefore, it is very important to import customers accurately.
To accurately grasp customers, it is necessary to systematically plan the operation and management of the whole farm.
First of all, accurate positioning. It must be clear who the farm serves. * * * What kind of products and services does the farm provide? * * * What brand image does Enjoy Farm inject into customers? If the project positioning fails, it is empty talk to accurately import customers.
Secondly, choose the site carefully. The geographical location of the farm is the key factor to determine the success or failure of the farm. It is best to be in the suburbs of large and medium-sized cities, with convenient transportation and good accessibility, and the driving distance should be controlled within one hour. It is also necessary to comprehensively consider the natural landscape, land resources, climate, hydrological conditions, natural environmental conditions and other factors where the farm is located, and establish the feasibility of implementing the project construction plan.
Third, choose a team. To form a reasonable project team, the management of the farm is mainly composed of three types of people, namely, agricultural production management, marketing promotion and farm operation services. Generally speaking, there is overall management, corresponding full-time and responsible professionals, and the whole process is finely controlled to ensure the high efficiency and high quality of farm operation services.
Fourth, precision marketing. Different marketing promotion models should be adopted for different customer groups, and the brand image, products and services of the farm should be accurately pushed to customers. * * * Enjoy the farm mainly serves the urban elderly and middle-class families, meets their needs of experiencing rural life and sharing high-quality agricultural products, and formulates accurate marketing and promotion programs for different customer groups.
In the specific marketing promotion mode, it is mainly to establish a membership system, use WeChat group and QQ group to promote agricultural products and services, provide on-site experience services, attract the first batch of seed customers with preferential measures, and then share them with seed customers to realize the fission of customer base, thus expanding the customer scale.
In short, as long as we systematically plan and design the farm, make careful preparations for management and operation, coordinate online and offline precision marketing, and accurately introduce customers, it will come naturally.