Storytelling as marketing method

Country: 
United Kingdom
Summary: 

Small-scale producers have limited opportunities regarding the use of marketing tools and thus they are not known of the market are lack of consumer trust. The products of small-scale producers have unique added values compared to mass production, therefore “traditional ways” of marketing can be more relevant and effective. The consumers of a small-scale producer or SFSC are in many cases members of a community, living in a given area, having the same values, lifestyle or interests. A traditional way of marketing, like storytelling, can help producers to access market.

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Stakeholder: 
Consumer
Farmer & Cooperative
Type: 
Organizational
Social
GAIN: 
GAIN I
GAIN II
Involved People: 
Campden BRI Hungary