Role of new marketing techniques in merchandising fresh produce

Ashlee KilmartinAustralian Produce Group 2011Presentation to Vegetable Industry Marketing Committee Workshop

Australian Produce Group the produce marketing department

Who we are Established 2006

Dedicated to servicing the marketing and business development needs of the

Australian fresh produce industry

Fully integrated below the line agency operation

National efficiencies with our head office based in the Sydney Markets

Synopsis

Traditional Merchandising and Marketing

New and Emerging Technologies

Engaging in new conversations

Opportunities

Value adds

• 16 Harris Farm stores

• Six Thomas Dux stores

• 29 Franklins stores

• Additional IGA stores

• DVD uptake

“My Kitchen Rules”

E-marketing

Store signage

Interactive recipe kiosk

New and emerging technologies

The facts: Australian internet usage

Population(2011 Est.)

Internet usageLargest data

% of population (penetration)

User growth(2000-2011)

21,766,711 17,033,826 78.3% 158.1%

10,022,380 Facebook subscribers as of March 2011 = 46% penetration

Source: Internet World Stats www.internetworldstats.com Miniwatts

Marketing Group 2011

Smart phone usage

We know that there has been approx 90 Million iPhones sold and approximately 4% of sales have been Australian – 3.6 Million.

Approximately 18% percent of the Australian population has an iPhone. Actual figure could be 15-20 percent as it does not take into account users who have stopped using the phone, off market phone sale s(eBay) etc

Source: David CohanJust Simple Australia

2011

Other info:

400 000 apps available in the app store

Over 10 Billion application downloads

43% of Australians are using now using a smart phone

Engaging in new conversations

Two way conversation

Traditional methods

Online social media

Social Media

• 73% read reviews, discussions and comments on brands, products and services at some stage. 26% do so on a regular basis.

• 46% have clicked the Facebook Like button for a brand/organisation. 17% do so regularly.

• 43% discussed or commented on a product, service or brand. 13% regularly do so.

• 42% have interacted with a company through social network sites and 15% do on a regular basis.

• 33% posted reviews on products or services, with 7% doing so regularly.Interestingly, amongst Australian’s using the internet 59% have watched a brand-product related video online and 30% have listened to an online review of a brand, product or service.

Source: How Australians use the internetwww.roi.com.au

Nielsen Data 2011

Batlow Apples on Facebook

• Take the tone you use offline and replicate it online

• Batlow Apples add humour to their posts

H&R Block on Twitter• Keep it personable• H&R Block reaches out to Twitter members complaining about taxes and assist as

customer service for those dissatisfied with their H&R Block experience.

Source: A case study on social media relationsDaniel R

April 14, 2008

Your Local Greengrocer YouTube Channel

Opportunities

Opportunities

• Start a conversation with consumers

• Use social networking as a tool to build an integrated campaign and add value to Tasmanian Vegetable brand

• Create and manage online content to educate consumers about Tasmanian Vegetable Brand : You Tube, Facebook.

• Seek out trends and meet the consumer online

• Use chef effect to advantage through in store interaction with consumers – Recipe demonstrations, cross promotion and serving suggestions High Tech = High Touch –Give consumers a taste and feel for Tasmanian Vegetable brand through sampling and interacting in store

• In market launches bring Tasmanian

Vegetables to the trade – Bring Tassie and its growers to Sydney

• Use in market displays to create an

interactive voice at point of purchase

TRADE CONSUMER

Social media integration

Just a bunch of carrot farmers

Social media integration

Packaging

Website

Phone application “The worlds first

carrot crunch powered video

game”

YouTube channel “Snacktacular TV”

Facebook Page

Twitter Account “Eat em like you’re

a kid in a carrot store”

Music downloads

Just a bunch of carrot farmers platforms:

Questions