Marketing is a systematic project, which combines many elements. Simple imitation may not be effective, but the right one is the best. There are many types of parent-child farms, and the activities set for children and adolescents of different ages at different stages are also different. Targeted marketing is also needed. E-commerce "burning money" marketing can't, so it is necessary to integrate various resources according to time, place, time, place and person.
The first trick: market segmentation is the first step of successful marketing. There are different marketing styles for different markets, such as markets of different ages, which can be subdivided into family parent-child market, Suto group market and school group market. Different marketing strategies can be formulated according to the climate and holidays throughout the year, such as the strategy of receiving school groups on weekdays, the corresponding strategy for Suto groups on weekends, and the family parent-child market on Dragon Boat Festival and Mid-Autumn Festival.
The second measure: planning slogan
To bring a parent-child farm or a parent-child theme activity to the market, first of all, a catchy advertising word can impress customers' psychology. There can only be one slogan for parent-child farm, but different types of theme activities need to design different slogans. In the fierce competition, for a strange market, the choice is to look at that touching sentence.
The third measure: online promotion
Now is the era of e-commerce, customers' choices are increasingly dependent on online information, and the advertising cost of traditional media is huge, which is not suitable for parent-child farms. Online promotion costs are relatively low, even basically free. What is needed is creativity and ideas. It is very effective to open an official farm WeChat account on Weibo and WeChat platform and post your feelings on some travel websites.
The fourth measure: platform cooperation
The fifth measure: list the base number.
Cooperate with some institutions, primary and secondary schools, enterprises and institutions, such as becoming an internship base, environmental education base, popular science education base, patriotism education base, national defense education base, VIP customer club activity base of large enterprises, artist creation base, etc. Even if it's just a raw material base of a big enterprise, you can make an article. With the help of these groups, a stable market can be formed and the brand image of parent-child park can be enhanced.
The sixth measure: cutting the peak and pinggu
Generally speaking, the passenger flow on farm holidays is large, but it will be less on working days, especially on parent-child farms. This requires focusing on specific markets to cut peaks and fill valleys, and closely combining with the above market segments. For example, on weekdays, we focus on pre-school family parent-child market and school group market, and carry out parent-child activities in kindergartens, spring outing in primary schools, and theme activities in middle schools.
Seventh measure: holiday planning
Festivals are an important part of farm marketing, which can keep the freshness of farms in the market and form the focus of the market. Traditional festivals such as Dragon Boat Festival and Mid-Autumn Festival can be grafted with corresponding parent-child theme activities with traditional characteristics. Children's Day is exclusive to children, and western festivals such as Thanksgiving, Christmas and Halloween can also be planned with characteristics. In addition, the farm itself can also set up corresponding farming festivals, such as hoeing festival, transplanting festival and sickle festival. Share the joy of work or harvest with guests during the main busy farming season on the farm, and integrate various parent-child experiences and educational activities into it.
Summary: Parent-child farms are different from ordinary farms, focusing on activities, with different discoveries and gains every time, that is, they are fresh every time, and the customer return rate is higher than that of ordinary farms. Therefore, if the customer base is locked through appropriate marketing planning in the early stage, the operation in the later stage will save a lot of effort. Click on the red font at the top right to pay attention to the future of agriculture and discover the new future of agricultural tourism (leisure agriculture/family farm/fresh channel).