consumer advertising - cornell university · 2014 nyc marathon : ny apple | spots/ integrations...
TRANSCRIPT
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Budget $961,500
Consumer advertising encompasses:• Radio
• Television• Digital
• Print media
Targeted audience
Consumer Advertising
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McIntosh Apple Sales as a result of
Jumbotron
10/28/2014 120
10/29/2014 83
10/30/2014 92
10/31/2014 195
11/1/2014 267
11/2/2014 574
11/3/2014 653
11/4/2014 468
11/5/2014 272
11/6/2014 306
11/7/2014 273
11/8/2014 153
11/9/2014 262
11/10/2014 228
11/11/2014 152
Total orders 4098
Facebook, Twitter and Jumbotron
Post on Instagram
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WABC-TV RECAP2014 NYC MARATHON : NY Apple | SPOTS/ INTEGRATIONS
SPOT NAME PROMISED DELIVEREDTOTAL VIEWERS
MARATHON COUNTDOWNSat 11/1 7:30-8p 2x :15 2x :15 344,600
MARATHON COUNTDOWNSat 11/1 7:30-8p 1x Segment 1x Segment 180,000
MARATHON PRE-SHOWSUN 11/2 7-9A 2x :30 2x :30 530,300
MARATHON RACESUN, 11/2 9a-2p
WABC 2x :30 | ESPN 2x :30 WABC 6x :30| 5x :30 2, 441, 400
NY APPLE ROS SCHEDULE10/6-11/2 24x :15 25x :15 | 2x: 30 5,227,700
LIVEWELL NETWORKNY APPLE ROS SCHEDULE10/6-11/2 100x :15/:30 96x :15/ :30 171,200
TOTAL ON -AIR IMPRESSIONS PROMISED: 5,061,000TOTAL ON-AIR IMPRESSIONS DELIVERED: 8,895,200
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Paid Search Advertising ResultsSeptember –October 2014
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Pandora Audio/Display ResultsSeptember –November 24, 2014
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March 2014- 6,068 “Likes”
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January 2015- 22,110 “Likes”
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NYAA Website Development
• Year-long website redevelopment project
• Updated old website to be user-friendly and focused on consumer needs
• www.nycider.com redesign is currently underway
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Our handy locator can help you find farm
markets, pick-your-own orchards, heirloom
varieties, fresh New York state cider and NYC Greenmarkets.
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Below is a table that shows the number of
sessions from each city using the search
function / map to find pick-your-own and farm
markets
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Pick your own and farm market searches throughout the state
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Budget: $803,000
• Digital couponing• Demos
• Ad support• Cause marketing
• Displays• Radio advertising• Customized POS
Retail Promotional Highlights
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Reach Consumers At The Front of The Store
1. SCAN Shopper Savings Card
2. SHOP with Personal Sheet with targeted offers & messages
3. SAVE when scan Shopper Card at checkout or with Coupons
S P E E D
Individually printed sheets in < 5 seconds
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InnovationI-Save cider program
Average redemption rate of I save programs is: 12%
Total redemptions for 2014- 20,160
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NEW Digital program at DeCA
Co-Sponsored coupon for NY apples
with Marzetti & Co. at the Defense
Commissaries .
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New York apples and cider/juice demos
New York apples tasted across the U.S.
Apple/Cider demos YTD: 3218
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Retail support of NY apple demos have been strong
and are continuing.
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POS created for UNY retailers
POS for Metro NY and NE retailers
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Questions regarding the New York Apple Association can be directed to our office at (585) 924-2171 or contact your district Directors:
Champlain Valley District 1Jay Toohill
Will Gunnison
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