Case Study: South Carolina State Farmers Market
Inbound marketing is all about three things:
- Get found
We get found on the Internet through posting original content that leads back to our website, but what about when the reader actually gets there? We want to keep them there clicking through to more pages and eventually handing over a piece of contact information. This day and time, no one really hands over an email address simply to sign up for a newsletter, so we have to get a little more creative than that. The South Carolina State Farmers Market has a few great examples.
Seasonal Recipe Calendar
Holly Herrick is the author of the Southern Farmers Market Cookbook, and when we approached her to team up with the South Carolina State Farmers Market for a cross promotional opportunity, it made for the best conversion campaign ever. Holly chose 12 recipes from her cookbook, each featuring an ingredient that would be in season one month out of the year. We made it available for download simply by providing a name and email address. We provide a link to the landing page on the homepage of the website and the blog, and as we drive traffic to the site, the hyperlinked image is well noticed in its predominant location. Since the campaign launched in December of 2009, we have had over 450 downloads at a conversion rate of 27.81%.
Color the Palmetto
Editorial Cartoonist, Robert Arial, partnered with the South Carolina State Farmers Market to create its logo adorned with an array of agricultural products in the shape of a Palmetto tree and crescent moon which is representative of the State flag. The design was so popular that many have requested promotional items featuring the logo. Due to this popular demand, we made a black and white version available for download. The coloring page can easily be printed and used as a fun and educational activity with the family or at school. So far, the coloring page has attracted more than 100 downloads resulting in over 100 opt-in email addresses for the market to use in future lead nurturing campaigns.