Hayes Valley Farm is an urban farming project in San Francisco whose mission is to serve as a community and agricultural hub for residents to connect with one another, grow their own food, and learn about sustainable ecological systems. We put the following question about how to utilize experiential marketing in promoting their events to our industry panel.
“What kind of guerrilla or experiential tactics could we use to promote Hayes Valley Farm to the local community? We′re hoping to get lots of kids to go, and being able to get more people at our events.”
Notes: While these suggestions are event-specific, many of these can be tweaked to apply to future seasonal community outreach and grassroots marketing events.Â
1. Create a mobile garden showing the life-cycle of gardening from planting, to seeding to harvest to your plate. Take this mobile experience on the road to parks, rec centers, libraries (to coincide with kids librarian book reading times), and even daycare facilities. Target the communities in close proximity of Hayes Valley initially then expand out.
2. In addition to your for-pay program, start a 1 hour session that happens during the week as an introductory to children′s gardening. Publicize this as a free event to the SF publications and mommy/nanny networks. This should increase buzz about your organization, get more people through the door and will ultimately bring more paying patrons through the door as well.
3. Partner with local restaurants to have some of the food that is produced be used by their restaurants, with the hook that they list you as a source on their menus.
4. We always go by Hayes Valley Farm on our way home from work every day and always enjoy reading the signs on their fence made by kids. Have existing patrons take photos with their children in front of a Hayes Valley Farms branded sign, existing artwork or backdrop. Encourage them to share to social media about their great experience.
5. Collect visitor information. Email works, the subject line is you friend. As soon as possible, send out a quick email to those who have signed up to get them excited for the event, but also to let them know that space is limited, so if they have any friends who are interested to have them sign up as soon as possible. An existing customer is your best way to spread the word, so ask for their help.
Happy Gardening!
Contributing Authors:
Christian Jurinka, Owner, Chief Engagement Officer at Attack!
Developed a workflow platform to revolutionize the way live event marketing programs are executed. Loves speaking in front of crowds. Done so for 4A′s, EventMarketer, INC 500 CEO Roundtable on topics like experiential, international trade, secrets of the emerging entrepreneur.
Andrew Loos, Owner, Chief Experience Officer at Attack!
Helped build Attack! into one of the largest experiential marketing agencies in the country. Active day-to-day in new business strategy and operational standards, he also stays inspired by authoring articles for publications such as Event Marketer, PROMO, Experiential Marketing Forum (advisory board member) and Chief Marketer.
