Driving Hass avocado sales through social media
Shoppers like to feel connected and informed as they toggle their attention across different social media channels throughout the day, including apps, email and internet searches. Digital content, especially content shared on social media, is an important part of shoppers’ everyday lives. Marketers and retailers can take advantage of digital media to drive Hass avocado sales. The Hass Avocado Board has recently released the Digital & Social Media Tip Sheet, which showcases key insights from the 2016 study Digital & Social Media Influence on Shopping Behaviors.
“This tip sheet highlights the key trends that can help retailers optimize their marketing strategies,” Emiliano Escobedo, executive director of the Hass Avocado Board, said in a press release. “Digital content that captivates, educates and inspires shoppers can help drive purchases of Hass avocados.”
The top tip for successful digital content is to ensure that it captivates the consumer. To help build shopper engagement and influence purchases, retailers can create mobile-optimized digital content that features quality photography, bright colors and a clever presentation. Engaging content piques interest, draws attention and motivates shoppers to purchase. Pinterest and Instagram are examples of visually appealing social media sites that utilize color and eye-catching layouts. When an image features a Hass avocado, it’s important that the color be bright and prominent to connote freshness.
Consumers are interested in learning more about the nutritional benefits of avocados and unique ways to prepare them. The tip sheet notes that shoppers use digital content as a source of information. For example, shoppers will search for nutritional benefits on health-specific websites such as The Mayo Clinic and Livestrong, as well as social media channels like Facebook and Pinterest. Shoppers also rely on retailer apps, digital circulars and websites for specific information about retailer promotions and in-season produce. Retailers can feature Hass avocados in their circulars and add links to “find out more” to increase knowledge and drive usage. Educating the consumer on nutrition and usage helps lead to increased purchases.
In addition to captivating the shopper and providing sought-after information, the tip sheet reminds us that successful digital content is inspirational. Shoppers search social media sites for new ways to use avocados. Providing recipe ideas that feature Hass avocados, and that include avocados in foods and dishes shoppers already like, can provide the needed inspiration to purchase. And, shoppers are receptive to promotional emails from retailers. Shoppers will scroll through their promotional emails to see what’s on sale or in season. Many consider altering their meal plan to take advantage of the item in the circular. For example, a featured avocado ingredient email with recipes, preparation instructions, and nutritional content, could likely motivate a shopper to add avocados to their shopping list or basket.
For more in-depth insight into how retailers and marketers can take advantage of these key tactics, and create successful digital and social media avocado content, visit hassavocadoboard.com/retail/digital-and-social-media-study to read the full report.'