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

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

Mar 01, 2024 294 likes •431 views

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

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Marketing, Promotion and Research Program

Performance Update 02/7/13

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SLIDE 2

2012-2013 Plan

Goal: Increase Pecan Consumption

Strategies

  • Conduct research that

supports the health benefits of Pecans.

  • Encourage consumers to

integrate pecans into their diets and lifestyles.

  • Encourage culinary

professionals to include pecans in their recipe/new product development. Results/Measurements

  • Progress towards a two-year

research initiative (Tufts).

  • Increased consumer impressions.
  • Increased consumer engagement.
  • Increased sales.
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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
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SLIDE 4

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

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Nut Trials In Humans

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Social Media

Currently we have 13,824 fans with 24% engagement

  • vs. Diamond Nuts: 9,472/0.6%
  • vs. California Walnuts: 7,685/23%

STATS

  • Avg. 194 new fans per day
  • Cost Per Acquisition:
  • $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

18- 24, 2% 25- 34, 2% 35- 44, 4% 45- 54, 4% 55- 64, 3% 65+, 1%

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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%

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Social Media

Pinterest

  • Launched on Dec. 1st
  • Over 90 followers
  • Integrated Facebook

promotion Twitter

  • Launched on Feb. 1st

Blogger Outreach

  • Healthy Holiday Cooking

Tips for Pecan Pie

  • Reposted by 5 top cooking

blogs

  • 82,968 estimated

impressions

110 pins

54 repins

35 likes

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Digital Media

NPSA November Media Tour-

  • Promoting the Nutritional Benefits of Pecans for Men
  • 1,200,000 viewers
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Media Placements

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

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Thank You for your support!