A BLOG BY dma_sm

Fresh Produce Guide to the Super Bowl: Why Engage Real-Time

Posted by: Mackenzie Michel

Jan 30, 2015 9:56:40 AM

If you watched the Super Bowl in 2013, you’ll remember Oreo’s brilliant real-time success using social media during the infamous “blackout.” When lights went out, the brand was available and prepared to share an image across their social media channels featuring the copy: “You can Still Dunk in the Dark.” Since this real-time gold occurred, many brands are no doubt standing armed and ready to jump into the conversation on February 1 during Super Bowl XLIX to capture similar virality and engagement as Oreo did two years ago. As fresh produce marketers, the Super Bowl presents an enormous opportunity to engage in real-time social conversation, and there are several reasons you may want to consider joining the conversation on Sunday:

  • The ads are about food: The food and beverage industry owned the largest percentage (35.6%) of Super Bowl air time in 2013. This means that, without a doubt, people will be taking to Twitter to discuss ads that deal directly with, you guessed it, FOOD. Even if it’s not about your products, you still have the opportunity to join in and engage about food with consumers that may not have potentially known you otherwise. For example, if I’m a tomato grower, I may want to engage with consumers to share tips about homemade salsa that tastes GREAT on top of a Doritos chip.

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Topics: Social & Mobile Media

Why We Upgraded Our Website

Posted by: Megan Zweig

Jan 28, 2015 9:24:14 AM

Much like buying a new car, when you approach a new website design project, you have options as the buyer. You can choose to purchase the low cost/economical automobile that’s main purpose is to move you from point A to point B on a daily basis. On the other hand, you also have the option to choose the “Cadillac” version of the automobile. You know, the one with all of the bells and whistles and fancy wheels that will last you much, much longer.

The great news is that in today’s competitive marketing environment, pricing for the bells and whistles on a new website is so much more affordable than it was even two years ago. For DMA, our choice to move forward with a “Cadillac” website was an easy one, because we knew how much further the added functionality and capabilities would get us towards reaching our goals. But what really motivated us to move forward with a higher impact, better functioning website… was YOU.

Here are the top reasons you motivated us to go the Cadillac route when designing our new website:

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Topics: Websites

Understanding Mobile Advertising & Its Benefits

Posted by: Ashley Jackson

Jan 27, 2015 10:51:59 AM

Lately we’ve had mobile on our minds. Utilizing this trend (that’s here to stay) offers big opportunities for the fresh produce industry to reach consumers. According to Marketing Land, in today’s society consumers spend nearly 60% of their time on the Internet on their mobile devices, as compared to other devices. This opens the door for reaching consumers in a fashion you might not have considered yet – mobile advertising.

Mobile advertising allows fresh produce brands the access to communicate information about of products or services directly to consumers via mobile devices and smartphones. The spectrum for this type of communication ranges from short message service (SMS) text to interactive advertisements. Ways you can advertise on mobile include – text ads, image ads, app promotion ads and video app promotion ads. For example, on the popular music app Pandora you see a mix of these mobile advertising features where brands are utilizing the app to reach consumers.

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Topics: Marketing Tools & Trends

Our Favorite Examples of Responsive Web Design

Posted by: Brock Nemecek

Jan 23, 2015 10:27:36 AM

Fact: More people are searching for and consuming information on a mobile device (phone or tablet) than ever before. And that statistic is growing each year. Now, with the majority of global web searches occurring on mobile, it’s imperative for fresh produce marketers to deliver an equally dynamic website experience on an iPhone as on an iMac. Lots of brands are already on the mobile responsive web design bandwagon, WOW-ing consumers with an attractive and fully-functional, yet mobile-friendly website in the palms of their hands. Regular consumers of online info via mobile devices ourselves, we especially appreciate the following brands for achieving a seamless PC-to-mobile transition that not only maintains, but elevates, the brands and their stories.

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Topics: Websites, Social & Mobile Media

How Marketing Can Add Value to Your Retail Presentations

Posted by: Marci Allen

Jan 21, 2015 9:28:00 AM

Many of you have been in the proverbial hot seat sitting across a retailer’s desk discussing category and brand performance, crop projections, contracts and new product development – all things that matter for the growth of your business and the strength of your retail relationships. But with the ability to reach vast audiences online, you have an opportunity to offer more - more in terms of information about shopper preferences and drivers as well as the evidence of your commitment to engage and educate consumers about your products. This kind of digital marketing requires a different set of disciplines than traditional marketing, and while this can be very complex to manage, it also provides tremendous opportunity for fresh produce companies. This new set of disciplines is commonly referred to as inbound Marketing.

The beauty of inbound marketing is the mutually beneficial exchange between your brand and consumers. Shoppers are seeking information online…to the tune of 2,802,478,934 internet users per day[1], and by implementing the inbound marketing practice, you are available with product information and recipe inspiration that meets their needs. On the flip side, you (and your retail partners) are no longer relegated to

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Topics: Inbound Marketing, Sales & Business Development

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