How to Name your Farm Subscriptions to Sell Out
Successful Farmers put in extra effort when setting up their Farm inventory to make their products attractive to potential buyers. This may include high-quality photos, in-depth product descriptions and enticing names. Especially for Bundle Box Subscriptions, your Farm should consider names that draw Buyer attention, making your products more emotionally appealing (e.g. giving them an idea of meals, seasonality, or experience of the items).
See examples of names successful Farmers have given their products to attract more purchases:
Build FOMO with Exclusive Products
Highlighting products that are exclusive or only offered for a limited time can build urgency in Buyers, leading them to make a purchase even if they are on the fence about a product. If your customers have a fear of missing out (FOMO) on a certain item, they will be more likely to order, and do it sooner rather than later.
Read: 5 Promos to Drive FOMO
Ensure your products are marked accordingly, especially your seasonal Subscriptions (e.g. Spring Flowers, Summer Berries, Autumn Oranges, Fall Fungi). Some Buyers may not be aware of product seasonality, and will appreciate the information in the name to ensure they do not miss out on an order. In the product description, you can also include availability and planned fulfillment dates. In your marketing efforts, let Buyers know that if they do not place a timely order, they will miss out on the seasonal item(s).
Build exclusivity around Subscription boxes by marketing them as a ‘Club’. This will make your Buyers feel as if they are members of an exclusive group, and increase their likelihood to sign up year after year. You can also spur FOMO by having a limited sign up window for your ‘Club’. Market the sign up dates in newsletters and on social media to build hype, and ensure your Buyers know the cut off date. Consider marketing that “Club Members” get a discount when joining, such as 10% their first order, and exclusive access to new products with limited availability. This will further encourage new members to sign up.
Be transparent in the product descriptions as to what will be included in these boxes, and use descriptive words such as ‘sustainable,’ ‘artisanal,’ ‘heritage,’ or ‘grass-fed’. You have a leg-up against big box brands that may not have the opportunity to be fully transparent across their packaging (especially if they lack sustainable practices). Take advantage of the fact that Buyers trust local Farmers, 9 out of 10 Buyers want products from local Farms, and you have the power to market your products accordingly.
Bundle Attractive Product Pairings
Many Farms will create bundle boxes based on attractive product pairings. Consider meals that can be created with your products, and potentially partner with other Farms for extra products or add in spices and blends to complement the dish. Successful Farms will market these boxes as an all-in-one bundle that is ready to cook, much like a meal kit. You can attach a recipe to your box for an extra special touch for Buyers.
Some options may include a ‘Taco Box,’ which can be packed with ground beef and/or chicken, spices, a cheese blend and fresh produce or a jar of salsa (from your own Farm or through a partnership with another local operation). You can promote this box on your socials and in newsletters by offering a ’Taco Tuesday’ special or ‘Cinco De Mayo’ deal. Other Farms may give Buyers the option to purchase a ‘Stir Fry Box’ with beef, fresh peppers, broccoli and onions, rice and seasoning. Partner with local chefs or food influencers by giving them a free box to cook and try on their social media, in return for a review or video.
Other attractive bundles (that can also be offered as weekly or seasonal Subscriptions) include a ‘Breakfast Bundle’ or ‘Summer Grill Box’. The ‘Breakfast Bundle’ could be offered as a recurring Subscription including fresh eggs, milk, fruit and sausage or bacon. Everyone loves breakfast food, and this bundle would make it easy for Buyers to purchase staples that they regularly consume, in a single order. Pack a ‘Summer Grill Box’ with different cuts of meat, and make it a seasonal option that is exclusive to the summer months. Your Farm can add in recipe examples of your favorite meals to make out of the grilled meats, which will inspire and encourage Buyers to purchase.
Market High Value Items
There are many high-value products that are popular among various communities, such as a Carnivore Blend for health-conscious individuals. Consider what products you can offer (an added bonus if they allow you to use animal byproducts that otherwise would go to waste), and determine if you want to sell them as an individual item or a product that is only available with a Subscription sign up.
Ensure you are naming these items in a way that will catch Buyers’ eyes. If a customer who is dedicated to clean beauty comes across “Moisturizing Tallow Sugar Scrub,” they will be more enticed to purchase versus an item simply called “Sugar Scrub”. You can survey your local Buyers to understand their purchase preferences, and what products they want to see in your Farm store. Once you understand their desires, you can better plan your inventory and name products in an eye-catching way.
Consider add-ons that may attract Buyers, such as ‘meat sticks’ or ‘gourmet jams’. You may choose to pair various single items such as these into a ‘Charcuterie Board Bundle’, or simply keep them as a locked feature that only Subscription members can unlock to add on to their orders. The options of names can be endless. The key is to assemble product names that will attract new and returning customers to your store.
Consider your Target Customers
Some Farms find success in capitalizing on their local brands and experiences. Knowing your Buyers individually and what they will recognize is an advantage larger companies do not have. You may consider using hyper-local names for certain products or bundles, such as important street names, landmarks, events or traditions known only by those in your community. This will not only draw their eye, but establish pride and ownership in them to your product.
Be certain to analyze the mix of households that you are serving. Ensure you are offering your products packaged in a mix of different sizes and fulfillment options that will fit the needs of your local community. Make it convenient for local Buyers to shop, and they will return to purchase. If you’re willing to share some insider knowledge on specific recommendations, consider naming a box based on personalized suggestions. For example, “The Smith Family Bundle” may include a dozen eggs, a mix of proteins, two gallons of milk and some fresh produce based on what the Smith family enjoys. If their weekly Subscription is something you believe other Buyers may enjoy, then consider marketing it!
Conclusion
As an Independent Farmer, you know that you offer fresh, sustainable and tasty products. However, sometimes it may be difficult to attract local Buyers to your products if they do not have enticing names or fail to appeal to a familiar experience. Consider unique and eye-catching titles when naming your individual products, bundle boxes and Subscriptions that evoke an emotional connection. Include add-ons such as special items or recipe cards to show your commitment to serving your customers. Set up your online Farm store today, and include product names that will attract purchases.
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