I have diversified my farm – but how do I get people through the door?

Why digital marketing alone won’t fill a diversified farm

Many farms invest significant time and money into creating fantastic, diversified enterprises. Whether it’s glamping, cafés, farm shops, weddings or corporate venues, the facilities are there—but visitor numbers don’t always follow.

Social media, websites, and email marketing remain important, but they are only part of the picture.

People are increasingly looking for experiences rather than simply places to visit. Experiences create stories worth sharing, encourage recommendations and give people a reason to return. They also introduce your business to audiences who may never have discovered your farm through traditional marketing. This is where experiential marketing comes into its own.

Rather than asking, “How do I promote what I already have?” ask yourself, “What experience could I create that makes people want to visit?”

Case Study: Adding a wellness retreat experience at Meon Springs

When I began working with Meon Springs in East Meon, Hampshire, the farm already had an impressive, diversified offering, including a successful Yurt Village, Shepherd’s Huts, corporate training, yoga workshops, fly fishing and clay shooting.

The question wasn’t what to add next—it was how to stand out in an increasingly competitive glamping market.

Building on one of the farm’s greatest natural assets, its aquifer-fed lakes, we researched and introduced a bespoke mobile sauna.

The sauna has been softly launched for glamping guests and corporate visitors and will eventually become the centrepiece of a dedicated woodland wellness area, complete with cold plunge facilities, hammocks, and sheltered relaxation spaces.

The result isn’t simply another facility—it’s a completely new experience that attracts a different audience while adding value for existing customers.

Case Study: Hosting author events in an existing farm building

Not every new idea requires major investment.

The farm’s beautiful 18th-century Long Barn was already being used for corporate events, but there was capacity to do more.

Together we developed the idea of hosting author evenings and book launch events, creating reasons for people to visit who may never have considered spending time on a working farm.

The first event, with Mandy Hickson, the RAF’s first female fighter jet pilot, sold out and received outstanding feedback.

This July, Meon Springs welcomes Baroness Minette Batters to discuss her memoir Harvest, while October sees broadcaster and author Clare Balding visit for the paperback launch of Pastures New, including a dog walk before the evening talk.

Each event attracts a different audience, raises the farm’s profile, and introduces visitors to everything else the business has to offer.

Reaching new audiences beyond your existing customers

One of the biggest mistakes I see is marketing only to people who already know your business.

Events allow you to reach completely new audiences.

Someone attending an author talk may return for a weekend glamping break. A corporate client might book a wellness session. A fly-fishing visitor may recommend the venue for a future event.

Every memorable experience becomes another reason for someone to return—and another opportunity to generate additional income across your diversified business.

Create experiences worth travelling for

If you’ve already diversified your farm, ask yourself one simple question:

What would make someone who has never heard of my business decide to visit?

Sometimes the answer isn’t another building or another accommodation unit. Sometimes it’s creating memorable experiences that get people talking, sharing, and coming back.

The most successful diversified farms don’t simply sell products or services—they create experiences worth travelling for.