Southeast Produce Council meeting opens to record numbers

03/04/2011 04:07:53 PM
Doug Ohlemeier

In March 5 sessions, industry leaders learned more about how to successfully introduce new produce products at retail and how to engage their target audience through social media.

Don Goodwin, owner and president of Golden Sun Marketing, Minnetrista, Minn., said staying in tune and designing promotions relevant to consumers and what consumers care about remains relevant to the process of introducing new items.

“If we were to analyze why most new items fail, it’s because of execution at store level,” Goodwin said. “Introduction of successful items requires a very comprehensive strategy. You just can’t do it by just handing a list of components to a retailer anymore. You have to find ways to engage a retailer more strongly and more professionally and have more of a plan in place.”

John Avola, social media strategist and co-owner of 90 Days to Marketing Success, said social media should remain part of a company’s marketing strategy.

“I’m not recommending you dump everything else and only focus on social media because it’s not going to work,” Avola said. “You need to tie everything together from direct mail pieces to phone service calls, and integrate that into your social media strategy.”

The meeting continued on March 5 with a keynote luncheon, a large trade show featuring 200 exhibits as well as the conference's closing reception.


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