But I’d learned this nugget from the Nielsen Perishables Group: Over 80 percent of decisions to buy produce are made while the shopper is standing in the produce department. Which makes Produce the most important place to influence shoppers’ opinions.
No one driving down the street will hear a radio ad for your fruit – no matter how sumptuous – and turn her car around to head for the nearest produce department.
If, however, she hears your radio ad and it is somehow reinforced by a message when she does shop the produce department, you’ll have at least twice the consumer impressions. And much more opportunity to win the sale.
Thus we said to the radio gal, “We might be inclined to advertise with your retail/grocery partner, but we simply must have something in the store to make it all work for us.”
In this case, the radio gal went to the grocery retailer (Hint: She works with different people than produce buyers) and came back with a deal we couldn’t refuse.
That deal included in-store signage (3 pieces per store), in-store radio for a month, and in-store circular ads – all of which ended up being completed at the retailers’ cost! (It’s true, although rare.)
The value of those POS materials made the five-figure cost of the broadcast radio look like chump change. Of course, we took the deal! The broadcast radio helped us achieve gravitas with out-of-store and in-store elements.
The campaign was a win-win-win for the produce commodity, the retail grocery chain – and our new BFF, the radio gal.
The radio guy? Well, that’s another story for another time.
Denise Donohue, former executive director of the Lansing, Mich.-based Michigan Apple Committee, nows offers marketing services through Donohue Associates. DeWitt, Mich. She can be reached at 517- 282-5742 and firstname.lastname@example.org.