the produce industry's evolving consumer
DESCRIPTION
Presented at The Produce Marketing Association High Performance Management ConferenceTRANSCRIPT
HIGH PERFORMANCE MANAGEMENT CONFERENCE
THE EVOLVING DOOR OF CONSUMERISM
Changes in where and how consumers communicate has opened doors for extraordinary branding
opportunities in fresh produce!
Agenda
• Consumer Trends• Technology Trends• Communicating with Consumers• Digital Across the Organization
Consumer Trends
Consumer Bifurcation
35% of HHLDs earn over $70,000
65% of HHLDsearn under $70,000 50% of Produce Sales
50% of Produce Sales$615 /month
$330 /month
Global Consumer Trends
ConvenienceQuality Health
New Usage
Global Consumer Segments
What if capitalizing on some of these Trends could change consumer focus?
Consumers SAY fresh produce is too expensive
Are the real issues related to convenience and usage?
Drivers and InfluencersFresh Enthusiasts -
55+ Affluent couples, Health minded, Food-
focused, premium shopper Foodies -Millennials, Food-
focused, Favor premium, adventurous eatingDeep Green -
20% of the population – sustainability, social justice, favor organic,
Multi-cultural – 40% of Millennials, blending heritage
with modern
Drivers and Influencers
Four main segments influence everyone else
Technology Trends
The consumer’s first contact to your product is no longer likely to be
at Point of Sale
The Internet is already The Leading
Influence in consumer
purchasing choice…Trumping all other sources, including
advice from friends and family
Half of all Global Consumers are Online
Mostly NOT on PC’s
“…Sixty percent of our 200 million active users log in via a mobile device…”
48 percent of users on a given day are ONLY accessing it from mobile
18% of phone owners use Instagram
35% of Pinterest users are mobile
Peak Times
Phone6:00 AM - Midnight
Desktop9:00 AM – 3:00 PM
Tablet6:00 PM - Midnight
What Does it Mean?
Screen ubiquity, fragmentation and asynchronous communication mean marketers need to place
digital at the forefront of their marketing efforts
Emerging Trends
• Wearable Devices and Connected TV’s will change the way consumers access information
• Mobile Wallets and Grocery e-Commerce will change the way consumers purchase product (Channel Blurring)
Converging Trends=
Branding Opportunity
Communicating with Consumers
• Yea We’re On Facebook!
• Is Not a Social Media Strategy!
Key Branding Tools
Website
Top Social Sites
Brand Advocates
Secondary Social sites
Great Websites Work For Consumers
• The Devil’s in the Details!• Product usage ideas & tips consumers actually
search for• Formatted for how consumers think• Heavily Cross-Linked• Easy to View on Mobile• Trackable
What makes Great Content On Facebook/Twitter/Pinterest?
Consumers
Influencers
Watching the game on Monday? Try this corn and hummus dip (10 minutes to make) via @TheMerrythought http://bit.ly/1d6j3BT What’s your favorite hummus dip?
Boring
Engaging
Who Are Brand Advocates?
The Importance of Brand Advocates
Each Brand Advocate brings you 3 new customers…but
Digital Across the Organization
Digital Roles
Listener
Content Creator
Conversationalist
Translator
How Do we Integrate Digital Consumer Communication across the Organization? • Top down strategy• Mid-level management Tactical
execution• Less silo-ing of responsibility• Integration across departments
Digital Stakeholder Touchpoints
Tools and Stakeholders
Listening: Company social media sites, consumer newsletter, digital propertiesContent Creation: Linkedin, Company Blog, corporate websiteConversationalist: Linkedin, Personal accounts, department toolsTranslator: Newsletters, email, face to face
Skills
• Content writing and editing skills• HTML/CSS• Analytics & Reporting• Information Architecture• Social Media• Photo/Video Editing
Exercise• What are your digital roles?
• What skills do you need to perform it?
Listener Conversationalist
Content Creator
Translator
Content writing and editing Social media
HTML/CSS Information Architecture
Analytics & Reporting Photo/Video editing
Please answer the following questions on the page provided at the end of the session outline in your program handbook:
5take
What are the implications for
me?
What are the implications for
my organization?
