A specialty crop block grant made available to Delaware Farm Bureau by the United States’ Department of Agriculture, managed
through the Delaware Department of Agriculture, is making it possible for the non-profit
organization to promote local farmers and produce side-by-side with
iHeartMedia.
The campaign will run for two-years through December 2021, digitally introducing 24 fresh market specialty crops available seasonally at markets all over Delaware to consumers who are on the go and ready to find local produce.
The goal is to improve awareness of local
farmers and increase sales of their homegrown products. Bringing this content
to a digital platform will be important as more and more consumers bring their
purchasing power online.
In 2018, global marketing research firm Neilsen
found that consumers spend almost 11 hours per day engaged with media sources
either on their phones or via computers. Salesforce and their research partner
Publicis.Sapient also discovered that a majority of consumers start their
product searches digitally.
WDSD, an iHeartRadio company, will help the
Delaware Farm Bureau reach almost three million consumers over the next two
years at a rate of 488,750 per month through the use of digital audio with a
companion banner, social targeting and social media postings. They will
digitally target specific audiences with geofencing technology and re-target
those consumers who have left a store to redirect them to local farmers markets
or stands. Consumers will also be directed to defb.org.
"This grant has given the Delaware Farm Bureau an opportunity to exercise multiple techniques that are innovative in the marketing field. This can provide greater results in advertising to our target markets for specialty crops and local farm stands,” Delaware Farm Bureau Marketing Intern Hannah O'Hara said.
One of those modern techniques used in this grant is geofencing, which is a proven marketing technique using locations made available through GPS and radio frequencies. iHeartMedia will be able to send messages directly to a consumer’s smartphone using the geofencing technology when the consumer enters a pre-defined geographical area. This will help attract consumers to local produce near them while they are traveling around for their errands.
The campaign will also utilize graphics created
by Delaware Farm Bureau staff in hopes of generating more coverage for the
specialty crops marketed.
“The goal of this marketing campaign is to increase consumer awareness of over 80 on -farm Delaware markets for fresh, locally grown food. Delaware Farm Bureau is implementing technology that consumers are using every day to show where these on-farm markets can be found in Delaware,” Executive Director Joseph Poppiti said.
Crops to be marketed include strawberries, radishes,
honey, lima beans, green beans, cucumbers, cantaloupe, potatoes, broccoli,
eggplant, watermelon, peppers, sweet corn, peaches, tomatoes, cabbage, pears,
squash, apples, carrots, sweet potatoes, brussel sprouts and Christmas trees.
CUTLINE
An example of ads to be seen during the campaign. This ad was created by Delaware Farm Bureau Marketing Intern Hannah O’Hara.
