The Challenges of Marketing Fair Trade - Wynne, Sandy
The Challenges of Marketing Fair Trade - Wynne, Sandy
The Challenges of Marketing Fair Trade - Wynne, Sandy
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Books (44%)<br />
Network or trade organizations (83%)<br />
Other: ___ (5% - Films)<br />
6. Do you feel you understand the meanings for the following terms: <strong>Fair</strong> <strong>Trade</strong>,<br />
<strong>Fair</strong> <strong>Trade</strong> Certified, fairly traded, domestic fair trade, fair trade, <strong>Fair</strong>trade?<br />
Yes (44%) No (0) Some but not all (56%)<br />
7. Do your customers express confusion with the various product labels such as<br />
organic, <strong>Fair</strong> <strong>Trade</strong>, fairly traded, locally grown, bird friendly, specialty c<strong>of</strong>fee,<br />
single origin, kosher, all natural, green?<br />
Yes (5%) No (18%) Sometimes ((72%) Not applicable (5%)<br />
8. Do your customers ask for explanations <strong>of</strong> these various product labels?<br />
Yes (12%) No (0) Sometimes (83%) Not applicable (5%)<br />
9. Do you educate your employees about <strong>Fair</strong> <strong>Trade</strong>?<br />
Yes (94%) No (6%) Not applicable (0)<br />
10. Do you ask your suppliers to find <strong>Fair</strong> <strong>Trade</strong> Certified products?<br />
Yes (39%) No (17%) Sometimes (27%) Not applicable (17%)<br />
11. Do you seek out new suppliers for <strong>Fair</strong> <strong>Trade</strong> Certified products?<br />
Yes (44%) No (6%) Sometimes (44%) Not applicable (6%)<br />
12. What marketing tools does your business use to sell/promote <strong>Fair</strong> <strong>Trade</strong><br />
products? Please check applicable ones.<br />
Products “sell themselves” (94%)<br />
On line: web site, web blogs, discussion groups, ads (17%)<br />
Print media: newspapers, magazines (11%)<br />
Radio or TV: ads, sponsoring shows (5%)<br />
Posters: in store or display windows (55%)<br />
Brochures at point-<strong>of</strong>-sale (55%)<br />
Talking with customers (77%)<br />
Free samples (55%)<br />
<strong>Trade</strong> shows (17%)<br />
Product donations at events (33%)<br />
Catering or sponsoring events (27%)<br />
In store displays (55%)<br />
Encouraging organizations (schools, churches, governmental bodies) to use <strong>Fair</strong><br />
<strong>Trade</strong> Products (17%)<br />
Customer surveys (11%)<br />
None (0)<br />
Other: ___ (27% - <strong>Fair</strong> <strong>Trade</strong> shopping guide, Films, Presentations to groups,<br />
Newsletter, Clearly stating on packaging)<br />
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