Role of new marketing techniques in merchandising fresh produce

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1 Role of new marketing techniques in merchandising fresh produce Ashlee Kilmartin Australian Produce Group 2011 Presentation 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

2 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

3 Synopsis Traditional Merchandising and Marketing New and Emerging Technologies Engaging in new conversations Opportunities

4 Value adds 16 Harris Farm stores Six Thomas Dux stores 29 Franklins stores Additional IGA stores DVD uptake

5 My Kitchen Rules

6 E-marketing

7 Store signage

8 Interactive recipe kiosk

9 New and emerging technologies

The facts: Australian internet usage Population (2011

(penetration) User growth (2000-2011) 21,766,711

1% 10,022,380 Facebook subscribers as of March 2011 =

10 The facts: Australian internet usage Population (2011 Est.) Internet usage Largest data % of population (penetration) User growth ( ) 21,766,711 17,033, % 158.1% 10,022,380 Facebook subscribers as of March 2011 = 46% penetration Source: Internet World Stats Miniwatts Marketing Group 2011

11 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 percent as it does not take into account users who have stopped using the phone, off market phone sale s(ebay) etc Other info: apps available in the app store Over 10 Billion application downloads 43% of Australians are using now using a smart phone Source: David Cohan Just Simple Australia 2011

12 Engaging in new conversations

13 Two way conversation Traditional methods Online social media

15 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 brandproduct related video online and 30% have listened to an online review of a brand, product or service. Source: How Australians use the internet Nielsen Data 2011

16 Batlow Apples on Facebook Take the tone you use offline and replicate it online Batlow Apples add humour to their posts

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

17 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 relations Daniel R April 14, 2008

18 Your Local Greengrocer YouTube Channel

19 Opportunities

Opportunities TRADE 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

20 Opportunities TRADE 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 CONSUMER 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

21 Social media integration Just a bunch of carrot farmers

22 Social media integration Just a bunch of carrot farmers platforms: Packaging Music downloads Website Twitter Account Eat em like you re a kid in a carrot store Phone application The worlds first carrot crunch powered video game Facebook Page YouTube channel Snacktacular TV

23 Questions

The WORKING. Interpreting the data. Cross-platform activities Index comparisons

The WORKING. Interpreting the data. Cross-platform activities Index comparisons The WORKING PROFESSIONAL With consumers increasingly connecting with brands on the move across multiple devices, our new research has pinpointed four distinct types of consumer who are Always On and more