Because of its global reach, near instantaneous response capability and flexibility of service, social media marketing is perhaps the very best tool for connecting with customers no matter where they are or what you want to sell them.
In the United States, the first apple trees were planted in Massachusetts by the Pilgrims. Over the next few centuries the commercial apple industry flourished, buoyed no doubt by the promotional efforts of people like Johnny Appleseed, and Benjamin Franklin, who said "an apple a day keeps the doctor away."
Where once apples were at the top of the heap when it came to having a sweet snack, today they must compete with a cornucopia of processed sweet treats, most of which come in bite-sized pieces. To counter this offensive apple producers have turned to social media to promote the wholesome goodness of a Red Delicious, or any of the hundreds of other apple varieties grown here.
And the effort has paid big dividends.
If you want to see a truly effective, near all-encompassing social media marketing effort, check out what your local apple grower-shipper is doing. Everything from videos of apple processing in action, to Tweets to status updates; no base is left uncovered when it comes to the way they are using social media to enhance their market reach.
This effort is helped along by the consumer emphasis today on knowing exactly where their food comes from; who grew, picked, packed and shipped their apples. By capitalizing on this movement apple growers and shippers are filling a niche that already exists. Using social media marketing to make this happen just made perfect sense.
And it's worked perfectly.
Domex Superfresh Growers, Yakima, Wash., is another shipper that turns to online video.
“Consumers are always interested to see short videos of what’s going on in the apple orchard or packinghouse now, and we’ve got those posted on our YouTube page,” said Loren Queen, marketing and communications manager at Superfresh Growers.
“The goal of our social media program is to help bring consumers closer to the grower so that they know a family farmer in Washington grows their apples. That we’re not some foreign entity or huge conglomerate.”
Grower-shippers are using social media for other purposes as well, integrating with retail partners’ Facebook and Twitter accounts, holding contests or promoting club varieties.
Click here to read more about apples and social media marketing.