THE fresh produce industry doesn’t need salesman to push it’s key messages- it needs advocates.
That’s according to digital marketing expert Fi Bendall of the Bendalls Group who spoke at Fresh Connections 2016 on turning digital disruption into an advantage for fresh produce.
Ms Bendall was one of the Westpac/Australian Financial Review 2015 Women of Influence and boasts more than 20 years experience in the digital sector.
She said the Australian media landscape has dramatically changed, opening up new opportunities for promotions and reaching consumers.
“Most Australians now don't watch commercial television,” Ms Bendall said.
“Download growth is extreme. It is not the realm of the young. You are all controlled by your mobile phones and you download it when you want it.
“We are controlled by ‘wow- that is amazing- I must buy one of them’. Irrational buying is on the up.
“It’s about taking it from like to love.”
She said while traditional media organisations were struggling to reinvent themselves, clever marketers were making the most of the social media boom.
Part of a successful brand awareness strategy these days was all about establishing brand advocates, according to Ms Bendall.
“The power of advocacy is the cornerstone of social media,” she said.
So rather than aim a mass campaign at thousands of people, a product might refine that to a key group who are genuinely going to connect with the product and spread a positive message about it.
She said advocacy is about genuinely wanting something and being willing to openly share that brand admiration throughout one’s social networks, both online and in the real world.
The example she gave was using what’s known as The Female Social Network which is a vast series of mothers who use social media frequently.
The Pure Gold Pineapples brand targetted this market by putting carefully selected bloggers and online content makers in touch with the benefits of pineapples.
“This is about taking time and investment to build the right relationship and rapport,” Ms Bendall said.
Ashley Walmsley
Ashley Walmsley is the editor of ACM's only national, fresh produce magazine, Good Fruit & Vegetables, while also covering horticulture stories for the agricultural papers and websites. He also writes the weekly, The Ringer, column in the Qld Country Life.
Ashley Walmsley is the editor of ACM's only national, fresh produce magazine, Good Fruit & Vegetables, while also covering horticulture stories for the agricultural papers and websites. He also writes the weekly, The Ringer, column in the Qld Country Life.
