Howell's Standard, a family-owned business specializing in artisanal infused honey products, approached our team with a unique challenge. Despite creating premium products with distinctive flavor profiles like lavender, vanilla, spicy habanero, and bourbon barrel-aged honey, they were struggling to differentiate themselves in the crowded local farmers market scene. Their average weekly sales had plateaued at around $1,200 across three weekly market appearances, despite positive feedback from existing customers. The founders had built the business from a hobby into a full-time operation over three years but hit a growth ceiling that traditional sampling and word-of-mouth strategies couldn't break through. Howell's Standard hired our team specifically to help them translate digital marketing concepts to their primarily offline sales environment at farmers markets, where they generated 85% of their revenue. They needed a solution that would leverage modern marketing techniques while honoring the authentic, personal nature of their business and the farmers market environment.
After analyzing Howell's Standard's business model, product offerings, and target audience, we adapted our Digital PR Framework for their offline context, creating what we called the Farmers Market Digital-to-Physical PR Strategy. First, we redesigned their booth experience to incorporate digital storytelling elements, complete with QR codes linking to expanded content. We created a series of "Honey Journey Palate" that borrowed from digital marketing's emphasis on email marketing & SMS tactics by giving new customers to select their discount code when approaching the booth. It puts the consumer in the thought-buying process before even tasting the honey. Rather than relying solely on traditional product sampling, we implemented a "Flavor Profile Experience" inspired by digital content personalization, where customers were able to select natural flavors that drew their attention and providing alternatives based on their palate. We also adapted the concept of social proof by creating a physical "Customer Stories" display featuring recipe ideas from existing customers, UGC creators and taste reactions. Finally, we trained their market staff in our "Conversation Funnel" technique, adapting digital sales funnel concepts to in-person interactions. This comprehensive strategy maintained the personal touch essential to farmers market and holiday markets success while incorporating proven digital marketing principles. As the growth continued offline, we transferred certain techniques to the Meta platform by executing giveaway campaigns and boosted content to increase their visibility, credibility, lead generation and revenue.
The implementation of our Digital-to-Physical PR Strategy transformed Howell's Standard's farmers market performance. Within the first month, their average weekly sales increased by 28%, and by the end of the three-month engagement, they achieved a remarkable 65% increase in overall sales, bringing their weekly average to over $2,000 across their three market appearances. Beyond the revenue growth, their customer conversion rate (visitors who made a purchase) improved from 22% to 38%, and their average transaction value increased by 42% from $24 to $34 as customers purchased multiple varieties instead of single jars. The "Flavor Profile Experience" proved particularly effective, with 72% of customers who participated making a purchase, compared to 29% of those who only sampled products traditionally. Additionally, their customer email list grew by over 300 new subscribers through QR code sign-ups, and Meta ads giveaway creating a valuable digital marketing asset from their physical presence. Their social media following increased by 175% as market customers connected with them online and boosting content on Meta from their UGC creators and farmers market experience. This resulted to creating a virtuous cycle between their offline and online presence. The most significant improvement was the rate of returning customers, which increased from 5% to 20%, indicating stronger customer loyalty and word-of-mouth referrals.
Sales Growth Chart showing 65% increase over three months
Conversion Rate Comparison: Before (22%) vs After (38%)
Average Transaction Value Growth: $24 to $34
Customer Return Rate: Before (5%) vs After (20%)
"Working with Farah and her team completely transformed how we think about marketing at local markets and farmers markets. I was skeptical at first about applying digital concepts to our very traditional face-to-face business, but the results speak for themselves. Not only are we selling more infused honey than ever before, but we're connecting with customers on a deeper level and upselling our herbal teas. The "Honey Journey Palate" and "Flavor Profile Experience" have become conversation starters that keep people at our booth longer and help them discover varieties they might never have tried. The most surprising benefit has been how our physical presence at markets now feeds our online community and vice versa. We're no longer just selling honey on Saturdays; we're building lasting relationships with customers who seek us out week after week. This strategy has given us the growth we needed without sacrificing the personal touch that makes Howell's Standard special in the first place." ~ Monica Howell, Co-founder and CEO of Howell’s Standard
