The Core - A Blog by DMA Solutions
Jessica Schneider
Posted by Jessica SchneiderJanuary 12, 2021 1:26 PM

Now that 2020 is behind us, we’re all looking for a bigger, better and brighter new year. As we face 2021 headstrong with many lessons learned, it’s important to consider how things throughout our industry - both marketing and fresh produce - have changed and will continue to evolve as we move through this year. 

Take advertising for instance. With canceled in-person events and trade shows, companies in the produce industry have adjusted their marketing strategies to continue to reach potential and existing customers without being face-to-face (which is how we were all accustomed to doing business). Queue advertising.

In preparation for the year ahead, we rounded up some trends we feel will be relevant for our industry to consider as well as some additional insight from other marketers outside the fresh produce world to help you and your 2021 advertising strategies reach their full potential.

Advertising Trends to Consider in 2021

Larger Advertising Budget

With the realization that in-person events will likely continue to be a thing of the past (at least for the first 6 months of 2021), it’s important for marketers to utilize larger advertising budgets as means of added communication to clients and potential new business contacts. Not only is advertising an additional touch point used to remind people of your brand, but the analytics and referrals that come from online trade advertising can really help further align and enhance other marketing strategies.

 

Social Media Advertising

Aside from trade outlets, there are a number of other ways for brands to advertise not only to the trade but consumers as well. Instagram, Facebook and LinkedIn are a few social media outlets that you should consider adding to your advertising budget to ensure you’re amplifying touch points with your brands news, products, messaging, etc. Advertising on social media platforms can also give you and your team more data to analyze and use for further content. 

 

Consumer Advertising

A space that is likely new to most of the produce industry is consumer media outlet advertising, meaning advertising outside the trade and hitting consumers further than social media. Think outside the box - Bon Appétit, Eating Well, Southern Living, Buzzfeed and more. There are a number of consumer media outlets that have space for you to further push your brand and continue to get in front of consumers. While this ad space can be a bit more pricey than the fresh produce industry is used to, it’s important to consider if you are looking to increase brand awareness and visibility. 

 

In addition to our insight, we wanted to share some thoughts and common themes from AdWeek, Forbes and Brandpoint around what markets can expect to see in 2021:

  • Focusing on the customer
  • Third Party Tracking
  • Genuine connections
  • Personalized marketing
  • Social holds purchasing power 
  • Continued digitization and diversification  


If you’re looking for help with your 2021 advertising planning, scheduling or just want to discuss your brands' needs with a fellow marketer, please contact us and we’d be happy to talk through ideas and solutions for your business.

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