Buying OJ (orange juice) isn’t a simple decision for the average busy American, Florida Citrus Commission Chairman Steve Johnson wrote in a recent message to members of the Florida citrus industry. He pointed out that there are dozens of choices in the beverage aisle, and hundreds of companies advertising. The answer to the question, “Why choose Florida OJ?” may be different for every consumer, he stated.
According to Johnson, the Florida Department of Citrus (FDOC) marketing team is focused on getting the right message about OJ at the right time in the right place. “Not every message nor every channel is going to resonate with every consumer,” he wrote. “And what works best for each individual may change depending on the time of day. This is why diverse and robust marketing programs are necessary.”
A banner ad that highlights the vitamin C content of OJ may resonate with a consumer as she shops for groceries online, Johnson stated. “A sunlit image of Florida OJ on a Florida beach seen by a man as he groggily scrolls Facebook in the morning from bed may influence his breakfast decision,” he added. “Or a blog post written by a popular influencer about how she incorporates the great taste of Florida OJ in her favorite family-friendly recipes may be just what one mom needs to encourage her to purchase later today at the store.”
According to Johnson, the FDOC aims to reach consumers with messages customized to their life and encouraging them to purchase OJ. “The results of our e-commerce program show it is working,” Johnson wrote. “Since July, the campaign has reached 355 million impressions and driven $17.7 million in sales with a return on ad spend of $9.22.”
“Investments made today fuel the results of tomorrow,” Johnson concluded. “We have momentum now, but we must continue to deploy at the right time, the right place, and with the right message if we hope to carry it forward.”
Source: Florida Department of Citrus
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