Unique characteristics make Ohio an attractive place to "Go Direct"

• Ohio is rich in diversity with a lakefront region to the north, rural Appalachian communities to the southeast, various areas with Amish populations, and growing immigrant neighborhoods in numerous metropolitan areas.
• Ohio has a unique proximity of metropolitan and micropolitan areas, which presents unique opportunities for rural-urban interaction.
• While the state's population grew 5% between 1990 and 2000, some counties experienced growth rates as high as 64% with the immigrant population increasing by as much as 152%.

According to the Census of Agriculture (2007), Ohio ranks in the top ten states for direct-to-consumer food marketing sales.

Ohio continues to show growth in direct marketing, as demonstrated through a variety of indicators, including an increasing number of:

• Farm and farmers' markets (Ohio Farmers' Market Managers Network)
• Community Supported Agriculture
• Produce auctions
• Chef-grower networks
• Wineries and other entrepreneurs selling a variety of value-added products to consumers, chefs, specialty grocery stores and institutional buyers
• Producers making and selling value-added products
• Fairs, festivals and special events
• Farm-based garden centers
• Land owners providing tourism attractions/destinations; unique dining, lodging, meeting and shopping experiences; outdoor recreation and other leisure activities

Marketing defined

Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (American Marketing Association as reported by Keefe, 2004: 17).

What makes direct marketing unique?

• Direct marketing is often referred to as interactive marketing because it goes beyond mass marketing's broad audience appeal and involves two-day communication between sellers and buyers (Spiller & Baier, 2005).
• "Marketing is not only much broader than selling, it is the whole enterprise seen from the customer's point of view." Peter Drucker
• Agriculture and natural resources marketing - According to the North American Farmers' Direct Marketing Association, direct marketing is "selling direct to consumers - individuals, families, restaurants, tour groups, big companies and others."

Ohioans benefit from going direct

• Good for producers and other agripreneurs - Producers view direct marketing as an alternative market outlet to increase their income while consumers see it as a means of gaining access to fresher, higher quality goods at lower costs (Nayga et al., 1994).
• Good for consumers - Consumers also derive cultural and social benefits from direct contacts with farmers, visits to farms and nature (Linstrom, 1978).
• Good for communities - Communities develop improved social and economic conditions by strengthening local neighborhoods and creating opportunities at the rural/urban interface.

Marketing resources are provided throughout this website for:

• Business Owners & Managers
• Community Leaders
• Educators and Researchers

Download a Direct Marketing Fact Sheet

General Direct Marketing Resources