Fresh produce marketers are taking advantage of the direct lines of communication with consumers that have opened up with the evolution of digital, social and experiential marketing. And while your promotions are building and strengthening ties with consumers, the recommendations below could boost their performance and set the table for even more successful future promos.
- Add forms to collect consumer data and incorporate some give and take into your giveaways. Continue to give consumers prizes, samples or valuable information and, in return, collect qualified data that will enable you to deliver the content that consumers want in the way they want it.
- Add a philanthropic aspect to your promotion to instantly connect with a target audience that is as passionate about a cause as you are.
- Tap into additional audiences by partnering with another fresh produce brand or complementary product.
- Integrating your consumer promotion throughout all your digital and social platforms is a no-brainer. But utilizing social sites for more than just message delivery – think Twitter and Pinterest Parties – will result in more exposure for your promotion, as well as growth of your social communities.
- Make sure your promotion website/webpage is mobile responsive. Web visits are increasingly originating from mobile devices (expected to hit 25% by December 2014) and even more so for promotions – especially if your promotion has an in-store or on-pack component.
- And on that topic… Feature your consumer promotions on-pack and support with an in-store merchandising presence to increase impressions and engagement.
As spring and summer harvests approach, the time is right for promoting your fresh products to consumer audiences. Opportunities abound for making your marketing work for you, delighting consumers and keeping them coming back for more. So, as you’re planning future promos, consider incorporating these tactics and take your consumer promotions to the next level!
