Agricultural Marketing Resource Center
1111 NSRIC, Iowa State University, Ames, IA 50011-3310
866-277-5567, AgMRC@iastate.edu, http://www.agmrc.org
Create a Marketing Plan
One of the most important aspects of marketing your business venture is the formulation of
a marketing plan. This should include:
Who are your customers?
Identify customers coming to your area for similar attractions.
Such information may be found through agritourism associations, regional tourism
councils, or local chamber of commerce and other outlets. Be specific in identifying the
group of consumers you wish to target.
Become familiar with your market.
What types of agritourism activities are popular
or increasing in popularity? Notice where growth is taking place in the industry and the
types of activities and goods consumers are seeking. What changes and developments
in the agritourism market might be expected in the foreseeable future?
What makes your agritourism business unique? What would set you apart
from competitors? Some examples: a farm/ranch operated by your family for generations
with unique heritage components; a unique location with attractive amenities; specialized
attributes of your products or services, such as organic produce or meat, raising exotic
animals, or unique activities available.
A rule of thumb for a beginning agritourism operation is that 10 to 30 percent
of gross revenues should be invested in marketing.
The Four P’s
Throughout the planning, building, and expanding of your agritourism business, it is important
to keep these fundamental aspects of marketing in mind.
Is there a market for what you are selling? Is there some way to change your
goods or services to more adequately address a consumer demand? The quality of your
staff and their training is also an important consideration in agritourism.
Is your location one that is easily found by consumers? Will potential customers
notice your agritourism business in