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Economic Impact Study 2013FMNS Annual General Meeting
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Why EIS?Helps inform business, strategic and marketing
plansDetermines benchmark or baseline measures Provides customer feedback Allows you to compare your market to other
marketsMeasures the economic impact of your market
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What is EIS?Quick, easy way to gather information about
your marketBased on Rapid Market Assessment
Developed by Oregon State UniversitySpecifically designed for farmer markets
Three componentsMap Your MarketAttendance Counts“Dot Surveys”
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Map Your Market
Sketch LayoutMark entrancesNote traffic patternsContingencies?
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Attendance CountsTiming
Min 10 minutes every hourLocation
One volunteer entrance If entrances are undefined, divide market into zones
using landmarksRecording
Use hand-held countersRecord count on sheet each hourTrack by entrance/zone and overall
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Dot Surveys
Easy, fun way to engage with your customersCan offer valuable insights into shopping
behavioursKey to measuring economic impactGreat return on investment
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Dot Surveys
What you’ll needFlip chartsMarkersDot stickersChart stand (optional)Table (optional)2-3 volunteers
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Dot Surveys
Pick the right day!Perform surveys when your typical customer is
thereCheck the weather forecast
Unit of measurement = shopping group
Prepare clearly legible chartsSeed charts with random dots
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Dot SurveysQuestions1) “How many adults are in your shopping group
today?”2) “How much have you and your group spent (or
will you spend) at the Market today?”3) “How much have you and your group spent (or
will you spend) shopping or eating at other businesses in the area today?”
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Dot Surveys
Additional Questions:“How did you hear about our market?“Which of the following best describes your top
reason for shopping at our market?”
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Dot Surveys
High traffic areas, out of the way of vendorsExits are ideal
Look for areas with easy accessProvide a table for handbags and purchases
Be aware of weatherWind and free-standing charts are not friends
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Dot SurveysSample chart layout 2) How much have you and your shopping group spent (or will you spend) at
the Market today?
$0 $10 $20 $30 $40 $50 $60 $70 $80 $90 $100
$110+
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AnalysisCount sheets
Per entrance and totalDot charts
Reader and recorderCalculate percentages
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Analysis
(Total Counts / Avg Group Size) *
Avg Amt Spent=
Economic Impact
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Analysis
Electronic forms will be provided for reportingEIS Report - September 2013
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Shopping ListClipboards / notepadsFlip chartsDot stickersPens / pencilsHand-held tally countersVolunteers (2-3 will suffice for most markets)
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Finding VolunteersService groups
Lions ClubKinsmenUCW
YouthLeadership classesSummer camps
Vendors
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ScheduleRMAs conducted in June/July
All steps must be completed on the same weekendMarkets are welcome to repeat RMA for their own
benefit, but only one set of data will be collectedAll data submitted by August 1st Report available mid-September
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Thank You!Questions?