Before you can begin to market your olive oil effectively, you need to develop your target market. In other words, who do you want to buy your olive oil? Is your olive oil for individuals, businesses or resellers?
As Stephen Covey would say, always begin with the end in mind and then work backwards. What are your goals? How many sales do you want? What is your capacity?
Next, what is your unique selling proposition? Why should customers buy their olive oil from you? What advantages do you offer your customers and why is your olive oil better than your competitors? Is it local? Is it made in a special way? If you are producing large volumes, then you can offer lower prices and this could be a benefit but beware of selling on price as there is always someone willing to sell at a lower price than you.
If you sell your olive oil to individuals, then you need to find those customers. You could start by selling your bottles of olive oil at local markets. This is inexpensive and gives you a starting point to test the popularity of your olive oil.
If your farm is easily found, you could use signage and local advertising to get your customers to come to you.
You can also network within your local area though your local Chamber of Commerce or BNI group or other networking organisation. Your potential customers need to know you exist and how to find you.
As you become established and produce more olive oil and become more ambitious, then you could set up a website. If you have a website, you need traffic from Search Engine Optimisation, Google Adwords, Facebook marketing, other social media or somewhere else. When you sell this way, you need to engage in packaging and delivery so you need the right suppliers.
Individuals will buy a certain amount of olive oil but restaurants and other food outlets will buy a lot more. How can you sell to them easily? How do you approach them? Do you want local restaurants only or do you want to sell your olive oil outside your local area, outside your state or even overseas?
The final jigsaw in the puzzle to market your olive oil effectively is to decide whether to offer wholesale prices and if you do at what price and on what terms? It might seem glamorous to have your olive oil in small and large supermarkets but this form of marketing is only worth doing if the price is right. In other words, only go down this path if it is profitable to do so. You can start small though by approaching local stores and staying away at least initially from the big supermarkets.
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