MHAIA plans integrated marketing campaign under new leadership
MHAIA plans integrated marketing campaign under new leadership
Jacqueline B?hmer, the new marketing director for the Mexican Hass Avocado Importers Association, has taken bold steps to revamp the organization's marketing program. Qualitative and quantitative consumer studies conducted in August provided detailed insights that will be used to guide promotional activities.
"We were surprised to find that despite educational efforts over the years, many avocado purchasers continue to lack basic knowledge, such as knowing when the fruit is ripe or being aware of its spectacular nutritional qualities," Ms. B?hmer said in a press release earlier this month. "Consumers primarily view avocados as a special-occasion purchase, but we want to expand their use as an everyday food."
To this end, the association's marketing program will focus on value, with an emphasis on nutritional benefits and providing everyday usage ideas that can maintain sales momentum apart from traditional high-volume sales occasions such as Super Bowl Sunday and Cinco de Mayo.
Focus groups held in Boston, Baltimore and Chicago indicated that educating consumers on the benefits of Hass avocados could change their perception of value in a positive way. In pre-session questionnaires, about 52 percent of non-user participants expressed the belief that avocados are "expensive," compared to 35 percent afterwards -- even though price was not mentioned during the sessions.
The association will work closely with the Avocado Producer & Exporting Packers Association in Michoac?n, known commonly as APEAM, to develop consumer, retail and media programs that complement each other, minimizing overlap. To support their unified message, the two groups will share a logo.
"We are all trying to increase consumption of Mexican avocados in the U.S., so it is logical for us to coordinate our efforts and maximize their impact," MHAIA Chairman Antonio Villasenor Zurita said in the press release.
The integrated marketing campaign team includes Dallas-based Encircle Marketing, which conducted the consumer research and will serve as MHAIA's advertising agency. Working closely with members, the Botsford Group will manage retail promotion activities. Red Urban will assist MHAIA in a redesign of the web site to deliver comprehensive consumer materials, support promotional activities, and enable members and the trade to share information.
New York city-based Lewis & Neale Inc., which has managed APEAM's communications programs for the past eight years, will be responsible for MHAIA's media relations and consumer event marketing activities.
Radio advertising will continue to support retail promotions, and there will be increased emphasis on print advertising in large-market newspapers and national women's-interest, food and health magazines, carrying the message that avocados from Mexico should be part of a healthy diet.
To help support these efforts, MHAIA will participate in a series of consumer food and health events (such as American Diabetic Association expos) in target markets. A spokesperson will speak to nutritional issues at events and in media appearances.
Promoting avocados from Mexico at NASCAR events will continue to be a priority, according to Ms. B?hmer. Negotiations are already underway for next year's racing season, and MHAIA plans to leverage this asset more effectively across all parts of the marketing program to support members and retailers along the East Coast.
An increase in funding will support the new marketing campaign, in anticipation of record volumes of avocados arriving from Mexico in 2009. "MHAIA's board and everyone in the industry are excited about the new direction and the team Jackie has put together," MHAIA Executive Director Ron Campbell said in the release.
"We were surprised to find that despite educational efforts over the years, many avocado purchasers continue to lack basic knowledge, such as knowing when the fruit is ripe or being aware of its spectacular nutritional qualities," Ms. B?hmer said in a press release earlier this month. "Consumers primarily view avocados as a special-occasion purchase, but we want to expand their use as an everyday food."
To this end, the association's marketing program will focus on value, with an emphasis on nutritional benefits and providing everyday usage ideas that can maintain sales momentum apart from traditional high-volume sales occasions such as Super Bowl Sunday and Cinco de Mayo.
Focus groups held in Boston, Baltimore and Chicago indicated that educating consumers on the benefits of Hass avocados could change their perception of value in a positive way. In pre-session questionnaires, about 52 percent of non-user participants expressed the belief that avocados are "expensive," compared to 35 percent afterwards -- even though price was not mentioned during the sessions.
The association will work closely with the Avocado Producer & Exporting Packers Association in Michoac?n, known commonly as APEAM, to develop consumer, retail and media programs that complement each other, minimizing overlap. To support their unified message, the two groups will share a logo.
"We are all trying to increase consumption of Mexican avocados in the U.S., so it is logical for us to coordinate our efforts and maximize their impact," MHAIA Chairman Antonio Villasenor Zurita said in the press release.
The integrated marketing campaign team includes Dallas-based Encircle Marketing, which conducted the consumer research and will serve as MHAIA's advertising agency. Working closely with members, the Botsford Group will manage retail promotion activities. Red Urban will assist MHAIA in a redesign of the web site to deliver comprehensive consumer materials, support promotional activities, and enable members and the trade to share information.
New York city-based Lewis & Neale Inc., which has managed APEAM's communications programs for the past eight years, will be responsible for MHAIA's media relations and consumer event marketing activities.
Radio advertising will continue to support retail promotions, and there will be increased emphasis on print advertising in large-market newspapers and national women's-interest, food and health magazines, carrying the message that avocados from Mexico should be part of a healthy diet.
To help support these efforts, MHAIA will participate in a series of consumer food and health events (such as American Diabetic Association expos) in target markets. A spokesperson will speak to nutritional issues at events and in media appearances.
Promoting avocados from Mexico at NASCAR events will continue to be a priority, according to Ms. B?hmer. Negotiations are already underway for next year's racing season, and MHAIA plans to leverage this asset more effectively across all parts of the marketing program to support members and retailers along the East Coast.
An increase in funding will support the new marketing campaign, in anticipation of record volumes of avocados arriving from Mexico in 2009. "MHAIA's board and everyone in the industry are excited about the new direction and the team Jackie has put together," MHAIA Executive Director Ron Campbell said in the release.
