Agriculture Reference
In-Depth Information
Answer the question a customer would ask, for example 'How to peel a
Mango' or 'How to make a Radish Salad';
Provide extra information in information boxes that are separate to the
main text. This could include 'Did You Know' or unusual facts;
Include a shopping list as this will encourage further shopping; this is
not pressure selling, this is providing solutions for the consumer;
Make sure the leaflet is legible. Ensure the reader can read it easily. The
most easily read typeface is serif-based;
Introduce colour into the leaflet, this ensures the leaflet stands out;
Position leaflets in stands rather that scattered across a table. Place in a
well-positioned location on the premises. Where possible place leaflets
next to the produce being discussed in the leaflet;
Train the team to hand the leaflets out; they are a marketing tool and
should be used as such by the team.
Taste masters
Tourism Australia promotes the 'Best Jobs in the World' 8 as part of their
marketing strategy. Each state enters their idea for their own marketing
campaign. Western Australia entered with ' Taste Master'. They selected
a UK foodie and blogger, Rich Keam, out of 90,000 entries to spend
6 months travelling the state, tasting local foods and then writing a blog
to report on his experience ( http://tastewesternaustralia.com ). The budget
was US$100,000 to cover his expenses and travel costs and local food
tourism venues were encouraged to invite him to visit and blog about his
experiences.
This is a wonderful example of marketing by thinking outside the box
and to develop ideas that will spread via social media.
Newspapers
Newspapers are still a valuable marketing tool. Reading the local newspaper
is still an activity that many tourists participate in. Whereas magazines have
a relatively long life when it comes to reading, newspapers are old news the
next day. Use newspapers to promote events that will occur this week; they
are a 'now media'. Remember that the newspaper may have a large circula-
tion, but calculate on around 2% of readers reading any advert you place in
the paper.
Plan print advertising in magazines and newspapers
Consumers are exposed to thousands of advertisements every day of their
lives and the aim is to make the advertisement you have written stand out
from all the others. This is not an easy task. However, by following a few
simple guidelines you can get the message across to relevant readers.
 
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