As we look back at 2015 and the impact that the year had on our ability to market fresh produce in an effective (or not) way, we present you with a collection of the lessons that we’ve learned that will undoubtedly help us pave the way for an even more productive New Year.
Things we’ve learned about BRANDING…
- Collaboration and cooperation is key to fresh produce brand penetration.
From marketing co-promotions to cause marketing teamwork, 2015 reaffirmed the power and effectiveness of collaboration. Strategically aligning with other brands delivers exposure to their audiences along with a built-in “seal of approval” that encourages those audiences to further engage with your brand. For example, the thousands of dollars raised and dozens of sponsors/partners of the 2015 Tour de Fresh were only possible through the solid relationships and influence of fresh produce industry members who were dedicated to the cause.
- There are brands that do, and brands that don’t. You want to be the former!
We’ve learned that as a fresh produce industry, we feel as though I see a line starting to take shape in the sand distinguishing the “brands that do” versus the “brands that don’t.” “Brands that do” understand that marketing is evolving by the minute and that it isn’t a stop and start practice with zero budget dollars allocated toward the practice/art/science of it. They understand that assets must be evolved, new communities must be built where our customers are present and relationships must be nurtured to be trusted.
Things we’ve learned about SOCIAL MEDIA…
- You don’t have to have a massive budget to be effective.
In 2015 we’ve found that even simple, low budget Facebook promotions are a highly effective strategy for building community excitement and brand engagement. In addition, we know that photography is a key driver of engagement, and refreshing outdated photography on recipes is a less expensive alternative to new recipe development that still serves as entirely new and interesting content to share. Consider taking little, more strategic steps with the budget that you have versus throwing in the towel all together.
- Social media success is about more than a lot of followers.
Successful community building is not just about growing numbers but also about the depth of relationship you are creating through repeat connections. Though the depth of relationships is harder to quantify (and set goals against), it is no less important to put significant resources toward when considering budget allocations. In 2015, we found that millennials in particular respond best to brands who connect on a human level and display a purpose. Authenticity and personalization is key to breaking through all the noise we experience on a daily basis. By practicing strategies that humanize your brand, your audience engagement and overall connection to consumers online will improve significantly over time.
- An effective social media strategy is a lot of work, but extremely rewarding.
Over the past year, the team at DMA Solutions has turned our approach to social media over on its head. In late 2014 we came to the realization that to have a truly effective approach to social media, it was going to require a much deeper commitment. Now we are continually pushing the boundaries and setting smarter goals for ourselves and the companies we work with.
Things we’ve learned about CONTENT…
- Content is only as good as your audience’s perception of it.
You could create the most beautiful and engaging content in the world, but unfortunately it will be wasted if directed at an audience that does not need it or find it valuable. Understanding your audience’s needs should take just as much time and thought (if not more time) as building out the actual deliverable to them.
- Public Relations can deliver BIG wins in fresh produce.
Increased brand awareness continues to be the number one priority for fresh produce brands because it leads to increased sales. Pair that with the fact that word-of-mouth is the number one most trusted referral source for products, and you’ve already answered why PR is so important in the fresh produce industry. We’re continuing to see the power of combined marketing efforts when PR empowers media influencers to tell brand stories in a way that resonates with their audience and leads to increased awareness. Then, when that brand’s digital and social media marketing content provides additional support to consumers who are looking for more information, we’re seeing far more conversions from an impression to a customer, and eventually a brand enthusiast.
Things we’ve learned about MEASUREMENT…
- If you’re not measuring and goal-setting, you’re not going to be effective.
We’ve always valued analytics and reporting at DMA, but during the 2015 year, we put a bigger emphasis into measuring nearly every single one of our activities to quantify results. Most self-help books out there recommend goal setting as an essential piece of success, so why wouldn’t we apply this to our marketing efforts? By committing to our goals and measuring our work on this level, we’ve been able to validate the work that we do, creating a visual representation of what’s working, what’s not working and a solid, fact-based case for how we can adjust our strategy moving forward.
- A/B Testing can be a game-changer for marketers.
A year ago, A/B testing was only a blip on our marketing radar, and now it is a best practice for everything we do. As a digital marketer, it is extremely important to find out what resonates with your audience and what doesn’t. Identifying different email subject lines or blog post titles, for example, perform the best amongst a certain audience is paramount to success and driving adjustments going forward.
- The marketing you practice today won’t be the same as the marketing you practice tomorrow.
If we’ve learned anything in 2015, it’s that our world and the things we know to be true are constantly evolving and changing every day. As a result, the marketing we practiced a year ago isn’t the same as the marketing we practice today. And the marketing we practice today is going to be different a year from now. From the daily progression of social media updates/news/upgrades/new platforms to the deepened evolution behind the responsibility that a website has as a sales agent for a brand, things are changing and as a result, so must we. The fresh produce marketers that will find success and reach their goals over the next 5+ years are going to be the marketers that understand this reality and are able to be nimble and open to stretching themselves beyond what they ever dreamed or imagined they could achieve on behalf of their brands!
