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Agriculture and Natural Resources Fact Sheet #510
Marketing is key to the success of small-scale farming.
One avenue of marketing that may offer significant rewards
to farmers is internet marketing. Internet marketing can
include the use of email and mailing lists, newsgroups and online forums, and/or the world wide
web. The key idea behind internet marketing is to keep people coming back to your site by providing
valuable content. In other words, give away useful information for free! Give away free reports,
newsletters, tips, or recipes. Whatever the information is, if it is valuable and free, people will keep
returning to your site, thereby increasing the chances that they will actually make a purchase from
The internet allows farmers and consumers direct contact in a way never before available. Many
people and businesses (such as restaurants) do their shopping, including food shopping, online. The
possibilities for internet marketing of farm products are vast, limited only by the imagination. More
and more home based and small businesses are turning to the internet to get the word out about
their products. Here are some reasons why (from Guerrilla Marketing Online: The Entrepreneur?s
Guide to Earning Profits on the Internet by Jay Conrad Levinson and Charles Rubin. 1997).
Advantages of internet marketing
+ The internet allows you to broadcast your message to thousands of people at once without
paying for expensive ads.
+ You can offer more information than in a printed brochure, including pictures (of products,
farms, plants, animals), sounds, or even videos, and you can change your site whenever you
+ You can accept credit cards online.
+ Your target audience is paying attention. They choose to look at your web page.
+ The internet allows you to be in several places at once day and night.
+ The online marketplace puts small businesses on equal footing with large ones.
+ You can display merchandise and offer information about it.
+ The internet lets you focus on markets with precision. Online buyers sort themselves into spe-
cific interest groups. You can quickly build mailing lists as these members respond to your
+ The internet offers resources that can support your business including discussion groups and
databases with information to help respond to changing markets and trends.
+ Internet marketing is not limited to having a web page. Email lists, newsletters, and catalogs offer
other means of reaching customers.
Cooperating agencies: Washington State University, U.S. Department of Agriculture, and King County. Cooperative Extension programs and employment are available to all
without discrimination. Evidence of noncompliance may be reported through your local Cooperative Extension office.
Many farmers around the country utilize the internet as part of their marketing strategy. Check out
some of these web sites.
The Columbia City Farmers Market (Seattle, Washington http://www.ci.seattle.wa.us/don/
Farmers Market Online http://www.farmersmarketonline.com
Pike Place Market (Seattle, Washington) http://www.pikeplacemarket.org/
Community Supported Agriculture (CSA)
Goodlett?s Farmlett (Auburn, Washington) http://www.halcyon.com/bbrown/farmlett.htm
Eatwell Farm (California) http://www.eatwell.com/
Livestock & Dairy
Kaeler?s Mill Farm (Cedarburg, Wisconsin) http://www.execpc.com/~slc/k-m.html
Hog Wild Specialties (Alberta, Canada) http://www.hogwild.ab.ca/profile.html
Egg Farm Dairy (Yorktown Heights, NY) http://www.creamery.com/
Food and Produce
Cascadian Farms (Sedro-Woolley, Washington) http://www.cfarm.com/index.asp
HomeGrocer.com (Bellevue, Washington) http://www.homegrocer.com
Family Trees Gardens and Ponds (Vashon Island, Washington) http://home.att.net/~p.e.s/
Walnut Acres Organic Farms (Penns Creek, PA) http://www.walnutacres.com/
The US Organic Agriculture Message Board "...where producers can communicate directly to
consumers what they have available, and where consumers can post what they are looking for in
the way of produce." http://www.paradise-web.com/plus/plus.mirage?who=lray
Newsletters and Forums
An extensive list of newsgroups, newsletters and forums can be found at http://metalab.unc.edu/
Challenges of internet marketing
Internet marketing is not for everybody. It has its challenges and pitfalls so it may not be the market-
ing strategy for you (from Guerrilla Marketing Online: The Entrepreneur?s Guide to Earning Profits
on the Internet by Jay Conrad Levinson and Charles Rubin. 1997).
? It is hard work!
? Internet marketing requires at least a basic understanding of computers and the online world.
? A computer, software, and an internet connection are required.
? Bad news travels quickly. If the wrong message gets out about your service or product, beware.
? There is no one in charge to turn to. Finding help is up to you.
? The online market consists of many submarkets so you have to learn to identify and reach the
ones for your product.
? Graphics can be costly and time consuming for readers of your messages.
? Messages are invisible unless readers seek them out so placing and using enticing messages is
? Engaging customers requires well-written copy, a helpful attitude, and reliable service.
? Online transactions may require a secure method of payment.
? Responses must be monitored regularly because your messages are up at all times and people
expect speedy results.
? Internet marketing may generate an unanticipated amount of email and response. You must be
prepared to deal with it.
Despite these challenges, internet marketing can worthwhile and there are many helpful resources.
" Email and internet services
Many email services are free! Some require that you receive unsolicited advertising, but others do
not. Shop around. Some services to start with are:
@g Online http://www.agriculture.com/homested/index.htm, a free resource specifically for farm-
ers. ?You can create your own home page - in your own words - right here, right now, for free!?,
juno.com email@example.com or call the automated information hotline at (800) JUNO-889 [(800)
5866-889]. E-mail software without the need for an internet connection. Just dial into their
service and collect or send your mail-all via modem,
microsoft?s hotmail http://www.hotmail.com, web-based email,
rocketmail http://www.rocketmail.com/, web-based email,
seattle community network firstname.lastname@example.org or call (206) 365-4528, a free public-access network run
or, surf the web to get information on free or fee-based internet services. Many web sites review
several internet service. Try http://www.geocities.com/SiliconValley/Vista/8015/index.html.
" Computers, equipment, and software
New or used computers are available for a range of prices. Used computer can be purchased
through classified ads or from used computer stores.
Check consumer guides to buying computers. Talk to friends about their computers. Get clear on
your computer needs.
Some software is free or available for trial via the internet.
Washington State Department of Licensing?s website for Business Licenses http://www.wa.gov/dol/
Call (800) 237-1233, a statewide, toll-free information and referral service, provides information
regarding state business licensing, registration, technical assistance, other state agencies or one-
to-one business counseling.
Federal Trade Commission Mail or Telephone Order Merchandise Rule http://www.ftc.gov/bcp/
Guerrilla Marketing Online: The Entrepreneur?s Guide to Earning Profits on the Internet by Jay
Conrad Levinson and Charles Rubin. 1997.
Marketing Online for Dummies by Bud Smith and Frank Catalano. 1998.
World Wide Web Marketing: Integrating the Internet into Your Marketing Strategy by Jim Sterne.
Sustainable Farming Connection: Where farmers find and share information http://sunsite.unc.edu/
farming-connection/growmark/netmark/netmark.htm ?This site ? conceived and managed by
former staff members of The New Farm magazine ? will help you tame costs, add value to what
you sell and keep you informed of the latest news from the sustainable farming community.?
All The Secrets? http://www.networx.com.au/mall/secrets/index.htm :?? a site for Internet Entre-
preneurs, home-office workers, small business owners, telecommuters, freelance writers, and
everyone who wants to get rid of their boss and make their own way in life.?
Grow a Home Business On The Internet http://www.smithfam.com/ ?Along with the leading
Internet Marketing professionals we share successful Internet marketing concepts free for your
Internet based home business.?
The Food Trader?s Exchange http://www.tfte.com/ An internet food trading company.This site allows
you to post your products for sale into the global market place.
The Internet Marketing Center http://www.marketingtips.com/index.html ?Marketing tips, strategies,
and secrets for internet marketing, online advertising and website promotion that will skyrocket
your small, medium or home based business profits through the roof.?
Terms to know
Internet (the Net)-the network that connects most of the computers on the planet.
Internet service-a service on the internet that meets agreed-on, public standards so that any com-
puter on the Internet can access that service using any of a variety of available software
packages (e.g. email, world wide web).
E-mail (electronic mail)-an internet service in which typed messages are exchanged between com-
puter users by sending messages to specific addresses and receiving them in mailboxes.
Online service-A large commercial bulletin board service (BBS) that offers a wide variety of services
and information to thousands of users and charges a monthly subscription fee (e.g., America
Online, Compuserve, Wolfenet).
World Wide Web (the Web)-a collection of information located on many Internet servers that can be
accessed with a browser.
Browser-a program used to access information on the Web (e.g. Netscape, Mosaic, Microsoft
Mailing list- an electronic discussion carried out with email messages.
Listserv-a well known mailing list manager program; sometimes used as a generic name for a
mailing list manager.
Newsgroup-a message board on the Internet that focuses on a particular subject. Also known as a
Spam-Mass mailing of unsolicited electronic messages (junk email, or bulk email) to a large number
of discussion groups or individuals on the Net. Most commercial online services have strict
policies forbidding their subscribers from sending spam.
Alternate formats available upon request. 206-205-3100 (TTY 711)
Written by: Sylvia Kantor, Agriculture Information Coordinator, WSU Cooperative Extension, King Couny, 1998.