Marketing, Promotion and Research Program Performance Update 02/7/13 - PowerPoint PPT Presentation

Marketing, Promotion and Research Program Performance Update 02/7/13

2012-2013 Plan Goal: Increase Pecan Consumption Strategies Results/Measurements • Conduct research that • Progress towards a two-year supports the health benefits of research initiative (Tufts). Pecans. • Encourage consumers to • Increased consumer impressions. integrate pecans into their diets and lifestyles. • Increased consumer engagement. • Encourage culinary • Increased sales. professionals to include pecans in their recipe/new product development.

2012-2013 Plan Activities • Research • Social Media • Digital Media Campaign • AHA Certification • Conference Attendance • Website Reprogramming Initiative • Trade and Collateral Materials Refresh • Foreign Trade Mission Support • Fundraising

Research Update The Effect of Pecans on Biomarkers of Risk for Cardiovascular Disease & Diabetes: A Controlled Feeding Trial in Overweight/Obese Adults with Central Adiposity 2013 2014 2015 Contract Initiated March Study Protocol Submitted April Protocol and Study Finalized August Recruitment July Initiation of Protocol July Completion of Clinical Trial September Data Analysis Completion March Final Report March

Nut Trials In Humans

Social Media Currently we have 13,824 fans with 24% engagement 65+, • vs. Diamond Nuts: 9,472/0.6% 1% 55- vs. California Walnuts: 7,685/23% • 64, 45- 3% 54, 35- 4% STATS 44, 25- 4% 34, • Avg. 194 new fans per day 2% 18- • Cost Per Acquisition: 24, 2% • $0.60 in Dec / $0.20 in Jan • Highest Fan City: Birmingham, AL • Primary Demographic: W45-54 • 85% of the Facebook fan base are women • 15% are men • Visitors mainly via mobile devices

Social Media Legend .5% - 2.25% 2.25% - 4.5% 4.5% - 6.75% 6.75% - 9% 9% - 11.25% 11.25% -13.5% 13.5% - 17.5%

Social Media Pinterest • Launched on Dec. 1 st • Over 90 followers • Integrated Facebook promotion Twitter • Launched on Feb. 1 st Blogger Outreach • Healthy Holiday Cooking Tips for Pecan Pie • Reposted by 5 top cooking blogs 110 35 54 82,968 estimated • impressions pins repins likes

Digital Media NPSA November Media Tour- • Promoting the Nutritional Benefits of Pecans for Men • 1,200,000 viewers

Media Placements

Additional Key Initiatives NPSA currently undergoing AHA Renewal • -7 companies in application process • Research Chefs Association Culinology Expo. -March 6-9 -NPSA will be at booth #224p • Western Pecan Growers Conference -March 3-5 Perfect Performance Brochure • • Fundraising

Copies are 30 cents each Fill out a form to order or contact: Jacque Knight npsa@kellencompany.com

Thank You for your support!