My husband and I were disappointed to read about the unsuccessful trial of the farmer’s market in Radlett (‘Market to shut up shop’, Borehamwood & Elstree Times, June 24).

Furthermore, we do not believe Hertsmere Borough Council publicised the dates very well. The first I read of the market was in the Borehamwood & Elstree Times earlier this year. As soon as the paper published the dates, I marked our calendar accordingly. I also saw a mention in Around Radlett, but the newspaper articles were much more prominent and as such, were my principal source of information.

My husband and I walk to the high street four times a week. We saw no “posters” (Councillor Seamus Quilty’s word) advertising the market. On the market day in May, my husband pointed out a lonely and inconspicuous A4 flyer in Newberries car park. Had he not stood a few feet away from it, I never would have seen it. Does an A4 flyer qualify as a poster these days? An interesting definition.

We expected to see one or two medium to large banners, such as those hanging from the railings in front of the Radlett Centre and on the approach to the railway bridge by the War Memorial. I spent a number of years working in marketing; four of those were in an international strategic alliance involving two companies, both of which are much larger entities than Hertsmere Borough Council and market organisers Hughmark Continental Ltd. Although our budget was small, we still had to ensure every joint initiative was prominently and repeatedly brought to the attention of tens of thousands of people worldwide.

One of the cardinal rules of marketing is to make one’s campaign highly visible and sufficiently compelling so the intended audience will make a note of the event and when it will be held. Judging from the surprisingly small number of shoppers on the three trial days, the promotion of the market appeared to have been insufficient. The Radlett residents, with whom I spoke near the final date in June, said they were unaware of it.

I should like to express my thanks to the Borehamwood & Elstree Times, without which I never would have known about the Radlett market.

I would also like to thank Hughmark Continental Ltd for bringing within walking distance a varied and delightful selection of vendors.

The failure of this market trial has no doubt blotted Hertsmere’s copybook with regard to similar projects going forward. I hope Hertsmere Borough Council, as admirable as it is in many ways, will take on board the lessons from the market trial and improve its communications with the public in future.

Cynthia Hunt
Radlett