The second and third points are shorter, but the numbers speak volumes:
- Linda was selected based on use — the fact that she currently cooks with potatoes one to three times a week, with room to grow.
- Linda was selected based on market size, which indicates she is making food decisions for one-third of the U.S. population, which accounts for 40% of all fresh potato consumption.
The U.S. Potato Board’s strategy is through targeted marketing. It allows us to focus our efforts and ensure all programs are pointing toward the biggest opportunity, both immediate and in the long-term. And it gives us greater impact.
If all of our efforts are aligned, our programs will be exponentially more effective.
Choosing what’s best to do rather than what’s simply possible to do is responsible stewardship of our industry’s resources and our organization’s budgets.
In order to reap the benefits of targeting, the organization must be committed to a target audience for an extended period of time to see the biggest return.
We are committed to Linda because Linda is committed to us. She is engaged in our category and has shown willingness to become even more engaged. And as she changes, so too will our programs, tactics and messaging change.
Millennial Linda is on her way, and we’re getting ready for her, because whomever she is today and whomever she will be tomorrow, Linda — in all her many forms — is the consumer who provides us the greatest potential to efficiently achieve the U.S. potato industry’s goals.
Kathleen Triou is vice president of domestic marketing for the Denver-based U.S. Potato Board. Mike Carter is 2013-14 co-chairman of the board’s domestic marketing committee and chief executive officer of Rosholt, Wis.-basKed Bushmans’ Inc.
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