Pear Bureau Northwest invests in digital marketing
For all marketers, the COVID-19 pandemic introduced more intensive marketing to consumers through social media and online platforms.
The Pear Bureau Northwest jumped right into that trend.
Kevin Moffitt, president and CEO of Pear Bureau Northwest, said the group invested in online sponsored search and positioning for Northwest pears last year.
“We jumped in pretty heavily in (the) pandemic, because retailers weren’t doing ads for a while and they were only stocking what they call hardware items,” he said.
“We had to maneuver pretty quick to keep impulse item like ours in front of consumers, and so we learned a lot.”
Moffitt said Pear Bureau Northwest is still learning about online sponsored search and digital positioning and continuing to evolve that side of the promotions.
With the start of a new season, Moffitt said Pear Bureau Northwest will continue to use opportunities for sponsored search and banner ads.
“We’re hoping to expand some of that by partnering with people for bundled type of advertising.”
For example, pears could be matched with items like packaged salads, walnuts and potentially a salad dressing.
“We are hoping to leverage our dollars that way as well, with more bundles, suggestions or recipes, for example,” Moffitt said.
Pear Bureau Northwest also is ensuring that pear photography on these online sites is appealing and up to date.
“We’re looking to ensure our photography is attractive and accurate.”
From a social media perspective, Moffitt said Pear Bureau Northwest will be doing more cross-channel promotions, tying in online advertising with social media advertising and promotions, and perhaps in-store advertising.
“There might be inspiration with recipes, a promotion in the store or online, and then afterward, maybe some follow up, a way to reach that consumer and say, ‘Hey, what did you like?’”
For social media, Pear Bureau Northwest will be using the theme of “Pears elevate everyday life.”
The messages will communicate how pears can elevate any dish to make it more exciting and special.
Other seasonal themes will be back to school, entertaining for the holiday and eating healthy. In addition, Moffitt said the Pear Bureau is still looking at ways to best promote health messaging related to pear consumption.