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CASE STUDY:
The Digital Transformation of
The Original Farmers Market
Los Angeles

Background: The Market

The Original Farmers Market has been an iconic fixture in Los Angeles since 1934.  With over 100 vendors the market is known for its unique blend of local merchants, gourmet grocers, and international cuisine, the market has become a beloved destination for food lovers.

 

However, by 2012, the digital age was redefining commerce, and the Farmers Market was faced with the challenge of adapting its traditional model to meet the changing needs of its customers.

The Challenge

The digital revolution was moving at an unprecedented pace, and the Farmers Market needed to transform its online presence to stay relevant. The main challenges were:

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  1. Establishing a strong digital brand identity that echoed the market's rich history and diverse offerings.

  2. Building a robust online presence to attract a younger, digitally-savvy audience.

  3. Leveraging technology to enhance customer experience, both online and in the physical market.

  4. Navigating the transition to e-commerce to make their products accessible to a wider audience.

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Our Approach

We partnered with The Original Farmers Market in this transformative journey. Our multi-faceted approach involved:

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  1. Digital Branding: We created a distinctive digital brand identity that mirrored the market's vibrant ambiance and diverse offerings. Interactive virtual tours and high-quality imagery helped to bring the market to life online.

  2. Content Creation: We launched a blog featuring vendor stories, recipes, and market events. We used SEO strategies to boost visibility and attract organic traffic.

  3. Data-Driven Marketing: Targeted Facebook and Instagram Ads alongside Google Ads campaigns were implemented. We utilized analytics to understand customer preferences and behaviors. This informed our marketing campaigns, ensuring they were brand driven and effective.

  4. Social Media Strategy: We leveraged the power of social media to engage with the audience, share real-time updates, and foster a virtual community around the market with a 360 organic strategy. We deployed image and video posts, live streaming from events, user generated content, as well as contests and giveaways.

  5. Local Radio and Television:  We produced content for local radio stations and Television to reach the greater Los Angeles area and continue brand awareness outreach.

The Results

Over a decade of partnership with us, The Original Farmers Market successfully transformed its digital footprint.

1. The market's new, vibrant digital identity resonated with consumers, leading to 150% increase in website traffice and 310% increase in social media engagement.

2. The customer base expanded to include a younger, more digital audience, with influencers and content creators flocking to the historic site for authentic LA content, driving a 50% increase in overall foot traffic.

3. Through effective data-driven marketing, we saw a 65% increase in customer engagement.

4. The launch of the paid advertising for events expanded the market's reach, leading to a 40% increase in sales overall.

Conclusion

The digital transformation of the Original Farmers Market is a testament to the power of adapting to changing times. By embracing technology and innovative digital strategies, the market not only preserved its heritage but also strengthened its connection with the modern consumer.

 

This journey demonstrates how MEDIADDICTION can help brands navigate the digital landscape and emerge as leaders in their industry.

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