Hass Avocado Board
Full Service Interactive Marketing Case Study
Marketing in the online environment for a product that can only be purchased offline is always a challenge. We meet the challenge for HAB by engaging consumers in the online and digital environments they frequent -- social networks/web sites, search engines, mobile phones and email inboxes. At each of those touch points, we use enticing offers, mouth-watering recipes and other relevant information to direct consumers to HAB's primary site, AvocadoCentral.com, and its various campaign-based microsites.
Here is a sampling of the interactive marketing services provided as part of HAB's Full Service Package:
HAB Strategic Planning
Every initiative begins with strategic planning to ensure that all efforts are working in concert and are aligned with HAB's immediate and long-term objectives. Throughout the year, we participate in brainstorming sessions with other marketing stakeholders, set performance measures and report periodically on the progress of each initiative. Successes: An increase from 41% to 49% in the number of consumers claiming to have purchased a Hass Avocado in FY2009 (up from 26% in FY2007). U.S. per capita avocado consumption increased from under 2lbs in 2000, to nearly 3.5lbs in 2007.
Case Study: Web site and Microsite Design & Development
The purpose of HAB's primary consumer site is to grow the user base and extend HAB content to social networks, mobile phones and email inboxes. In addition to managing that initiative, SiteLab also develops campaign-based microsites that serve as measurable destinations for seasonal and event-driven promotions aligned with prime avocado supply periods.
- Successes: The 2009 Game Day Entertaining promotion, centered around tailgating, netted 5 times the new HAB recipe email newsletter subscriptions as the same promotion in 2008
Case Study: Search Engine Marketing/PPC & SEO
We use integrated paid and organic search engine marketing to pull branded and non-branded searchers to HAB's various online vehicles. These efforts serve our existing user base, allow us to grow into new search markets and support HAB's offline initiatives.
- Successes: PPC - Within one year of HAB's first promotional campaign overall cost per conversion has been reduced nearly 80% and overall conversions per campaign have increased more than 4.5 times. SEO - A recent analysis of search engine performance for AvocadoCentral.com revealed year-over-year increase in organic traffic of nearly 100%
Case Study: Mobile Marketing
With mobile and smart phone use in the U.S. at critical mass, a mobile strategy is a key component of any integrated marketing strategy. We created a mobile-friendly web site for HAB to provide mobile users with timely information. We capitalize on HAB's presence in social networks to extend the brand's presence to mobile social users and direct them to mobile.AvocadoCentral.com
- Successes: mobile.AvocadoCentral.com has sustained double-digit growth over the most recent six-week period
Case Study: Email Marketing
HAB has used email consistently and effectively since the board's inception to grow the subscription base for its online recipe newsletter. The monthly newsletter reinforces HAB's relationship with loyal subscribers while attracting new subscribers looking for ways to add avocados to their daily menus.
- Successes: By using periodic A/B testing to optimize newsletter content, we saw email interaction rates rise from 25% in 2009 to 31% through June 2010
Additional Client Information
The 12-member Hass Avocado Board (HAB) represents nearly 20,000 producers and 100 importers to promote U.S. consumption of fresh domestic and imported Hass Avocados, increase brand awareness and educate consumers about the product's nutritional benefits. As the digital agency of record for HAB we perform a number of services to achieve those goals, including but not limited to strategic planning, web site and microsite design and development, search engine marketing, mobile marketing and email marketing.
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