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MARKETING IDEAS

LONDON ORGANIC GROUP WORK TOGETHER ON ADVERTISING

by Harold Saunders

The London and Area Organic Growers started out as a small group gathering for potluck suppers and discussion. At one of these suppers, it was suggested that we work together on our advertising instead of working individually with small ads at great expense. We decided to find out the cost of full-page advertising in The London Free Press, and see just how many local organic growers were interested. In all, seven growers were interested and the price was $2500.00 for a one-page spread.

At this point, we found out then that Foodland Ontario would reimburse advertising costs, as long as we were a group organization. Since we couldn't use the name of established organizations that we all belonged to, the London and Area Organic Growers came into being. We had to set up a Board of Directors, open a bank account and collect a minimal fee for long distance phone calls and postage. We continued using the same ad format for additional advertising, in a local health magazine. We have also worked together at the 1st annual "Celebration of Food" at the new London Convention Centre, distributing food samples and flyers. This demonstration showed Londoners what local farmers had to offer.

Overall, the response to our endeavours has been positive. Some growers found greater benefit than others. There's no doubt that the impact of a full-page, eye-catching advertisement is far greater than endless small ones.

Copyright 1993 Ecological Farmers Association of Ontario. Reprinted with permission. All rights reserved.


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