Central West Photo News November 18–24, 2010
Market potential
3
By BoB Holland My wife and I went to the farmer’s markets in Orange last weekend. This was the first time we’d been in quite a while, mainly because we usually forget they’re on but also, the Showground location doesn’t quite do it for us. There just isn’t the atmosphere that we had come to enjoy at similar markets held back in Dubbo when we lived there. On this occasion however, they were held in a park area behind the Council buildings and I must say they had a whole different feel to them. The setting was better, the presentation more appealing and the overall atmosphere was more vibrant and enjoyable. What a difference a location can make. As I walked around, the businessman and marketer inside me pondered what a fabulous thing these markets were, how much potential there was for improving them and what I’d do if I was running them? I could see hundreds of more people flocking to them.
PICTURE: CENTRAL WEST PHOTO NEWS/CHRIS BENNETTS
They need to keep creating reasons for people to come along
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Of course, while I was thinking of the business opportunities, my wife was buying Fuji apples, Turkish bread, ginger biscuits and checking out all the fascinating stalls and products that were there. She loves that sort of thing and of course I benefit from whatever she buys. Apart from a customer’s point of view, my interest in the markets was sparked after conversations I’d had with various people associated with both these and the Sunday Rotary Markets. Both groups realise there is still great potential for them and they want to make them bigger and better. The big question is how? Speaking as a businessman and marketer, my answer to both is very simple and straight-forward but I think my answer is not the one either wants to hear. Markets like these began years ago. They often began with a group of community-minded people who wanted to create a means of bringing people who produce things and people who buy things together. From this humble beginning, the “market” concept took off and soon became a very popular and economical pastime for sellers and buyers alike. Although there are still some very successful and big markets held around the country, many that were once popular and well patronized now struggle for both crowds and stallholders. Here in Orange, both the Farmers Markets and Sunday Markets still have unlimited potential to grow and prosper. To reach such potential however, both groups are going to have to take a much more businesslike approach to the way they do things. They need to keep creating reasons for people to come along. Good ideas and good intentions will usually take something only so far. Once the honeymoon period is over, the hard slog begins.
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