the produce industry's evolving consumer

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?

Thank You!

Maryanne ConlinMaryanne@redropesdigital.com

@maryanneconlin