In the U.S., marketers spend an average of 2.5% of their total company revenue on digital marketing activities (Gartner Inc). But what about fresh produce companies? I can safely state that our industry’s spend on digital isn’t quite at this level, but I have every reason to believe this is a benchmark we will see in the near future.
One of the biggest challenges fresh produce marketers face is the lack of a marketing budget that adequately reflects the significant results we know are possible. This is a common discussion I am having with marketers inside and outside of the fresh produce industry. The reality is the digital age allows marketing to have significant opportunity to contribute to the success of a company’s bottom line now more than ever. But in order to garner the budgets we need to reach our expanding audiences, we must be able to illustrate how that is possible and how we will measure success.
Through the experience the DMA team has had over the years working with marketing budgets of all sizes and types, we’ve created a customized budgeting e-book specifically for fresh produce marketers. Mission: Possible – How to Get More Marketing Dollars is designed to equip you with strategies that relate to the uniqueness of our space and to provide insights to support your planning and budgeting efforts in 2015.
In this guide, we discuss 5 strategies we have found to be a successful part of developing and meeting your marketing goals:
- Understanding your company’s goals
- Determining the budgeting process specific to your company
- Defining your marketing goals
- Revamping your marketing plan
- And presenting your new plan and budget
I am certain that 2015 will be a turning point in how fresh produce companies think about, and more importantly value, the role of marketing. I hope that this guide will help you prepare for this reality.
