Mastering Marketing
While some of the COVID-19 restrictions covering outside gatherings are being lifted, most states are still recommending folks wear a mask and social distance at events like farmers' markets and pick-your-own farms. Last year, most people complied with wearing masks, but as restrictions are changing and more folks are now vaccinated, more customers are choosing to not wear their masks at these types of gatherings.
In a recent online discussion group, hosted by Brian Moyer, Educational Program Associate, Penn State Extension, a market manager posed the question, “The CDC has relaxed some restrictions with vaccinations but still urges to wear masks at large outdoor gatherings where social distancing is compromised. How can we express that in a few words without sounding like mask police? What do you post at your market entrance?”
The Easton Market, in Easton, PA., shared their list of possible remarks to the group. I am sharing them here to seed some ideas for you to use as the season begins. Recommendations seem to be changing daily again, so you will need to stay current about these issues. Markets located somewhat close to each other may want to agree to use the same rules so as not to confuse shoppers. On your market signage, consider using the word precautions - not restrictions - because words matter. As always, you should comply with your State and local health department requirements, regardless of what is allowable elsewhere.
"Welcome to the market! Do you mind putting on your mask?"
“But I'm vaccinated."
"That's great! Though you could still transmit the virus to vulnerable folks, and some areas of the market can get very crowded."
OR YOU SAY...
"Congrats! But there are still lots of unvaccinated folks who might get nervous seeing an unmasked person. Can you help us keep everyone comfortable until things get better?"
OR YOU SAY...
"That's great! The only concern is that people will see you without a mask, more and more people will assume masks are optional, and someone could get sick. By wearing a mask, you're helping us keep the market safe and operational."
OR YOU SAY...
"That's awesome to hear! We're trying to avoid requiring proof of vaccination, so if you can mask up, it will just be easier for you and everyone else."
I think the key is to frame it like the attendee is helping the market, and redirect them from thinking purely about the personal annoyance of the mask.
If there are still run-of-the-mill mask resistors, these responses still hold true: